Video killed the radio star

Most likely, we all know the song, Video Killed the Radio Star, by the British group Buggles, released back in 1979. We also know that the advent of MTV and music videos didn’t really kill radio. It supplemented it. Just look at the innovations in radio and satellite radio since then.

Also, consider the dot-com bubble burst that proved it’s usually more effective to utilize the Internet in conjunction with a bricks-and-mortar business. So the Internet didn’t kill our traditional business model (in most cases). It enhanced it.

My point is: have you wondered what the Internet will do to TV?

I read an interesting article today about television viewers who are using the Web to view primetime programming. The trend is led by white, affluent, well-educated, working women age 25 to 44. They’re using the Internet to watch shows they missed in primetime.

Makes sense, right?

Well, the article also points out that those with Internet access are less likely to invest in digital video recording devices, instead opting to view programming online instead of at a later time using their TV.

According to the study’s owner, Integrated Media Measurement Inc., among online viewers 50 percent watch shows as they become available and have begun to use the computer as a substitute for the television set.

If I were running an advertising agency, I’d pay close attention to this trend. What it tells me is that traditional television advertising has to be supplemented with video for the Web.

Advertisers must incorporate an online element in their campaigns in order to still be effective. And unlike television advertising, video for the Web offers a host of interactive tools, not to mention search functionality, to further engage your audience.

Just like video changed radio, the Internet will change TV.

I don’t know about you, but I’m really looking forward to the day when all video, communication and multimedia is controlled by one device. It’ll be a mixture of the telephone, radio, TV and computer and may be delivered through telephone fiber optic or cable lines, the Internet or satellite.