chapter  20
2 Pages

The Future: Limitless Choice and the Future of TV Branding

Although media technology will continue to evolve at an ever-increasing pace, the fundamental tenets of human nature will not. The prospect of limitless choice brought on by the marvels of technology and deregulation is both enticing and intimidating. The good news is that there will be enormous variety, the bad news is that audiences will soon realize that sometimes you can have too much of a good thing. Consumers have neither the time nor the patience to deal with today’s proliferation of products, services, and media options. The novelty of channel surfing and random sampling of program content will soon surrender to some means of creating order out of chaos. Over time, audiences will develop a smaller and more manageable program inventory or “brand repertoire” of media brands that possess a strong, favorable, and unique reputation.