CHAPTER 14 Computers in Society: Tomorrow
What if Nobody Watched Television Commercials? Broadcast television and most cable channels make money by interspersing commercials throughout their programming. However, as more televisions become interactive and Internet-ready, and more people view television in a window on their PC monitor, the audience for commercials is dwindling. That is because people are beginning to cruise the Internet during commercial breaks. In Great Britain where interactive TV (iTV) is more prevalent, 30 percent of the TV audience chooses to shop online, do their banking, send/read e-mail, and other Internet-based activities during commercials. Companies advertising their products are concerned that they may not be getting their money's worth out of TV advertising. The continued convergence of television and Internet access may well change the business model upon which broadcast television is based.
Internet Telephony Industry analysts are predicting that half of all international telephone calls will be made via Internet protocol (IP) telephone; that is, the calls will be made via the Internet. Already, one in every 30 voice telephone calls travels via the Internet. The Internet also provides callers with an option for a 1- or 2-way videophone hookup, as well. It's clear, that Internet-based telephony is becoming increasingly popular with netizens. Its availability is not only changing the pricing of phone services offered by traditional telecommunications companies but also it is the driving force for a fundamental change in the structure of voice/video communications.