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COMMENT What is the future of media creation, salaries and content distribution across all sectors? by Thomas Urbye, MD, The Look O ften this very question is debated by experts in our industry, but many have their own agenda, whether that be advertising creation, media buying, low budget film-making, publicly funded television, subscription based services and beyond. But what is the real future for our viewing habits, those of us working in this industry and who will succeed and who will fail in the next five years as technology and human behaviour changes faster than in the last 75 years? Let’s start with video advertising. Netflix currently accounts for 34% of Internet traffic in the United States. There are no adverts on Netflix. iTunes is becoming the latest standard for new on demand movie and series releases, rental or ownership – no adverts. Sky has huge rights ownership of major US series, but people record and skip the adverts. BBC iPlayer, no adverts. This leaves ITV and Channel 4 and other smaller channels. ITV will continue to show adverts for its mainstream audience, in the main these are supermarket and grocery brands. Channel 4 will continue to be part funded by adverts but who will watch them, unless forced by 4OD? YouTube currently has adverts, most of which you can skip after five seconds, and now they have decided to introduce a subscription model to avoid advertising, that is a further loss to the advertising community. The reality is that TV advertising has, in the main, become less adventurous and lower budget, and brands prefer their money spent online across safe measurable clicking. This in my opinion will drive spending towards Branded Sharable Factual/Fictional Content and destroy the traditional video advertising industry, programmes and short films that subtlety promote the brands featured will triumph. It could be an online cookery series sponsored and featuring 38 | KITPLUS - THE TV-BAY MAGAZINE: ISSUE 97 JANUARY 2015