It looks like a duck. It must be a horse.

re: It looks like a duck. It must be a horse.

Kevin Gordon — Wed, 22 Jul 2009 11:24:27 GMT

Sky DTV are already doing it, merging Facebook with a multitude of other social networks to produce a super global network (TV channel on your computer) coming soon.

re: It looks like a duck. It must be a horse.

TESS ALPS — Mon, 13 Jul 2009 10:33:59 GMT

You're right Jez. TV companies neeed to get to the point where a viewer online is as valuable as a viewer on air. But the price isn't the problem ; in fact they are selling online TV at a considerable premium, and quite right too. The issue is the amount of inventory, but they are taking it slowly and responding to viewer sentiment and demand. But the transition for TV is a doddle compared to print, for all sorts of reasons.

And Daniel, I guess what the Guardian should have asked is "With all this on-demand TV why watch linear TV any more?". We think that's probably the most significant question for the future of TV and, depending on Jez's issue, something rather exciting. We don't know the answer but looking at current behaviour it seems that somewhere between 15% and 25% of TV time will be on-demand, but that total time watching TV will go up - about 15%? - as a result. Getting on-demand to TV sets in living rooms is crucial. For most people watching on a computer is a bit of a compromise, but one that at the moment offers convenience and mobility. Our recent Me-TV research also suggests that, for about 80% of people, online TV services help people catch-up easily and hence push them back to the broadcast stream. Ironic but true.

re: It looks like a duck. It must be a horse.

Daniel Farey-Jones — Fri, 10 Jul 2009 14:14:07 GMT

Agree too, but somewhere buried (too) deep inside that headline there's the concept that there is extra choice on the internet through Hulu that you can't get so easily through your TV (the screen in your living room). Through-the-TV on-demand services like iplayer and itv player on Virgin Media are starting to change that. I don't have Virgin Media but I wish I had a way to get iplayer on the TV. Roll on Project Canvas.

re: It looks like a duck. It must be a horse.

Jeremy Lee — Fri, 10 Jul 2009 12:47:35 GMT

Totally agree Tess. The only difference - and it is a significant one - is the price differential in advertising around content online and on TV. This is something that the broadcasters have to resolve and fast if decent content will continue to be made.