Here’s why reports of TV’s demise are overstated

So hyperbole from both sides of the aisle now then?

The fact is that there is nobody out there in planning land who is arguing that TV is not a great way to drive mass rapid reach. But the fact is that consumer behavior is gradually changing and just as importantly the tools at our disposal measure said change are developing too. The upshot being any planner worth his/her salt has recognized that whilst TV is vital to drive reach they can drive incremental reach by employing digital video alongside it.

The fact is that we as planners are rarely viewing any given channel in isolation, as Kim notes in her piece its about how these channels can work together.

But I must say these pieces as defensive as they are fail if their role was to dampen down the initial Mumbrella reaction to the Multi-screen Report – which was always going to be laced with its normal degree of sensationalism.

And please please please in the name of all the is holy don’t bring up the Viewability argument – it’s one you simply cannot support. No worries about distractions? Second / thirds screens anyone? Its in the same report for heavens sake.

there used to be a book ( a few copies still exist) called the little red book of opera singing. In the book, there were chapters devoted to the art of opera singing, including a section on “how to do it,” each contributed by a leading opera singer of the time. On reading the book, one was surprised to discover that each of the contributors gave a different account of the facts and each wrote with absolute authority; one fellow ( a baritone at the Metropolitan ) insisted that he was the only person in the entire book who actually knew everything about the subject.
Television as we know is certainly savable, but it will soon die. The reasons are but a few, and they all have to do with quality of production and style.

The diminishing number of golden eggs will stop entirely, because the money men, forever chasing ratings, will very soon kill the goose.