IBM has completed a comprehensive white paper titled “The end of TV as we know it: A future perspective”. It’s a very good future gazing exercise and definately worth a read if you have the time. Aside from the obvious, the paper touches briefly on how other things like marketing will also need to change circa 2012 as a result. In brief, one of the recommendations suggest:

“Segment: Invest in divergent strategies and supply chains for bimodal consumer types. Identify, develop and continually refine data-driven user profiles in order to optimize product and service development, distribution, marketing messaging, and service migration. Tailor content, advertising, pricing and reach dynamically”

It all about dynamic experiences…Exciting times ahead for everyone.

Download the entire paper here.