Abstract:

The television medium is in the early stages of re-invention fostered by applications of digital technology, which have the potential to fundamentally change the way brands are marketed as consumers begin interacting with content. As such, tomorrow's consumers will exert much greater control over their interface with programming and advertising. This, in turn, will alter the relationships between marketers and consumers and will force advertisers to develop new models to identify appropriate advertising channels and evaluate success. Initiative Media and MIT Comparative Media Studies have taken a critical and practical look at these evolving models in this time of significant media transition. This paper discusses the progress made to date in the conceptual development of new approaches for the evaluation of media as interactivity becomes an essential element of all forms of communication.