From The Globe and Mail: With some analysts predicting an impending explosion of ad revenue on the Web, the day has come when television networks can no longer afford to be wallflowers at the Internet block party.
Ultimately, the impetus for moving news content online has been the almighty greenback: Last year alone, online advertising grew by a third.
But with many challenges remaining – mostly technological and financial in nature – the transition has been smoother for some news outlets than for others. Sports news, with its short highlight clips, is particularly well-suited for the Web, according to Canadian Television Network sports chief Mike Day.
“If you want to watch football segments, you don’t have to sit through hockey,” Day said.
However, Robert Niles, Online Journalism Review editor in chief, said the potential for some media outlets to avoid the Internet remains, but they will have to seriously consider their market.
“Some companies will survive, but they’ll become more of a niche outfit – you’re still going to have an audience, but it’ll be a smaller audience,” Niles said.
About Karl-Erik Stromsta
