Sky+, BBC I-player and TV on ITunes mean that we can watch programmes when we want rather than just when they are broadcast. We are now watching TV on PCs, laptops and mobile devices.
This means that broadcast TV, user generated content (UGC) and streaming content from the Internet can be viewed in the way that we used to channel hop. This means for the PR practitioner that there are new routes to market for video. Content is king and the viewer will watch what they want and not just what they the TV schedulers tell them to. Another interesting development is that big high definition TV screens in the living room will carry the same content as iPods and mobile phones. Will that work?
As the TV and the computer finally converge the opportunities for integrating web function with good TV will provide huge scope and opportunity for innovation.