Television on the Internet (IPTV) has become in recent years a communication tool that sweeps away other traditional models, whose main advantages are immediacy, economy and diversity.
This race towards the new television model is advancing by leaps and bounds. So much so that it not only offers the user information, training and entertainment, but it is also a new advertising medium that supersedes conventional models.
The "publicity rally" of the TVIP
The convergence of television and the Internet brings new forms of advertising, in some cases by adaptation of those that each element had by itself and in others by the combination of both. Among others, it is worth highlighting:
- Advertising spots. Traditional TV or Internet ads. Banners. Website advertising design Pop Up Banners. They are the Banners linked to certain contents that appear in a window when they are entered.
Intersitials. It is the insertion of advertisements between programs. Logos. Presentation of client logos with a direct link to their websites Product Placement. It is the placement of product brands in animations.
More content, more immediacy
The importance of television content on the Internet has been seen since years ago, the controversial reality show "Big Brother" was released. Since its inception, this program allowed us to see through the Terra portal what was happening in the house, something very new if we take into account that only a few years ago homes had Internet, and from that precise moment you could already see what was happening in "a home" in real time, and therefore updated.
On the other hand, this innovative technology has allowed many companies to advertise themselves, taking advantage of these spaces that are much cheaper than the usual ones and that also have the defining feature that they reach the users who are interested, since they previously do a market study that indicates the usual public in question.
On the other hand, and following Joël de Rosnay, Director of Sciences and Industry, television on the Internet allows us the mobility to search for information whenever we want. Joël de Rosnay comes to determine that this new television form is presented as a communicative alternative in which anyone can access the content they want, depending on their needs.
But, along with the integration of technologies, we are witnessing an integration of content. An example is a broadcast on PBS, the public broadcaster. It has a television broadcast and an Internet program: both work in parallel and, according to the producer of this broadcast, the television show is the summary of what can be found on the site.
One of the greatest excellencies of IPTV will be, without a doubt, the monitoring of sporting events through the Internet, something that the IT Manager company points out: "Another great advantage that users of this technology will have is that they can easily" direct "sporting events or any other content that allows you to change the type of camera or even its depth".
CONCLUSIONS
As in pay television, we are witnessing a medium that is built according to the tastes of the audience. Thus, there are IPTV that broadcast home videos (www.youtube.es) or those that are based on news, as is the case of generalists, who have recently launched a service to view the news over the Internet. The clearest example of the latter is Antena 3.
Regarding the audience, no theorist who has studied television on the Internet provides concrete data on it. However, the consulting firm Account reveals the profiles of users of the IPTV, which mostly, she points out, young people between 25 and 34 years old. In addition, it is, according to the company, more men than women. An interesting fact is that at least 76% of Spanish citizens would pay for a television service on the Internet, which leads us to think that there is an audience dissatisfied or dissatisfied with the traditional television model.
Experts agree that IPTV will become a highly influential medium for a viewer who will have "on demand" programming. Furthermore, none of them rule out the possibility that it is a strictly corporate medium, in some cases, but of informative and absolutely informative interest in others.
