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Branding TV, 2nd Edition by Alan Batten, Walter McDowell

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18CHAPTER

Dealing with the Digital World

As society makes the transition from one form of entertainment delivery to a newer one, our standard thinking is constantly challenged. Our business models are destroyed. And yesterday suddenly becomes one of those good old days. Note how the motion picture studios battled against first the encroachment of television, then the ubiquitous VCR, and now the even more ubiquitous DVD player.

In June 1989, a speaker at the Detroit PROMAX Convention (then known as the Broadcast Promotion Marketing Executives, or BPME) predicted that this newly emerging technology of digital delivery would revolutionize the industry. He told the skeptical attendees that a full-length motion picture could be digitally delivered ...

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