TV over IP will only help broadcasters in the long term, according to Google’s head of video, Vincent Dureau. He has been touring the congress circuit for the past few months beating the drum with the message that, yes, while new technologies are a threat to traditional broadcasters and advertising models there is hope as TV over IP will open up endless possibilities of not only delivering more personal television programming to people but also addressable advertising.
The broadcasting industry should learn from Google’s experience with search advertising and pay-per-click models. So, rather than a competitor in the TV market, Google should be seen as a helper with finding new models for content exploitation. But, gatekeepers such as broadcasters and delivery platforms will be faced with a more open world, as “with TV over IP this business is becoming open.”