To do that, Mr. Kelley said, the broadcasters must change their focus to "engagement," or involving viewers in ads, from "impressions," the total audience exposed to commercials.
As with big-money football transfers, broadcasters who change sides have to show that they're worth the fee, a calculation often inflamed by feelings the star has been disloyal or greedy.
Since ads are the principal source of revenue for print media and commercials are the principal source of revenue for traditional broadcasters, this change in advertising is catastrophic for their profits.
To survive in this new reality, broadcasters must change their mass audience mind-set to cater to niche consumer segments, and distributors need to deliver targeted, interactive advertising for a range of multimedia devices.
Fans have launched a petition to try and persuade the broadcaster to change its mind.
From the dulcet tones of Barry Davies to the divisive opinions of Robbie Savage, the cast of broadcasters has changed as drastically as the protagonists on the pitch.
When chartered, they were forbidden to join, the idea being to preserve competition, but they successfully convinced Washington that competition from portable music players, the Internet and beefed-up terrestrial broadcasters had changed the landscape in the past few years.
When chartered, the companies were specifically forbidden to amalgamate, the idea being to preserve competition, but they successfully convinced Washington that competition from portable music players, the Internet and beefed-up terrestrial broadcasters had changed the landscape in the past few years.
