“It is no use fearing the inevitable”
Traditional media went through hell over its convergence with the internet. The primary example was what happened with newspapers. When newspapers met the internet, we were confronted with the notion that journalism was over. In time we came to find out that this was right in some ways while wrong in others. Differentiations occurred in the changing era. Advertising revenues of newspapers have been on the decline in the recent years, while the opposite happened for the internet blogs and newspapers. This is because newspapers saw the internet as a tool of fear and threat, and defended themselves rather than making use of the innovations the internet brought. A similar situation was when television killed the radio industry. The television industry is one of the most serious among all these channels, because it has serious advertising revenue, and uses it accordingly.
Despite all of these, the world keeps changing. As the world changes, internet comes up with new methods of usage, one of which is the interactive opportunities. Interactive opportunities cause internet to grow stronger and brings it to the forefront of other channels. Interactivity is a serious issue for the rest. On the television side; IPTV, which is the product of internet and television combined, is growing out of the structure promised by networking internet and television employees. Television employees see that duplicating a million messages at once a million times and creating different and special messages for everyone is hard work, and they try to learn to make use of its advantages because they lack information on it. Network employees are trying to grasp the power of conveying a message to a million people. Both sides are struggling to comprehend what is emerging. It is clear to see that they are in astonishment. It is not easy to guess which side will break free of this astonishment first. But seeing that the television industry has a higher level of adrenaline and is more open to innovations, I assume that it will adapt better to the internet and internet professionals working in televisions will assist them in this matter. (I strictly don’t mean IT directors. IT directors are people whose job is to carry printers around in the television building.)
I’m talking about the people on the TV side who know about production, but also have a grasp on the internet. I think that these people will take part in significant activities on the subject of internet (IPTV). Similar applications led to the creation of mobile applications which amassed serious revenues over SMS. But due to a lack of opportunities and misuse they crashed and burned in a short while, ending up as failures. This is why internet is perceived as a serious threat by the traditional media. I can say that television channels who see the internet and IPTV as a threat will go bankrupt (no matter how high their capital is). But televisions and programs which understand the internet and its advantages and connect these advantages to their productions and products will achieve a great victory. It’s impossible to turn a blind eye to this factor.. The groups who will accomplish this are those who stop being defensive, string along with the progressing technology and making a habit of using this technology in their productions, programs and their own internal dynamic. Even though it is not possible to perceive who these groups will be at this point, we will see it in a short while. It is vital to see that there is much for the executives to do. Waiting for IPTV to arrive and then see what can be done will harm larger television channels in a serious way.