Advertising, like many other industries today, faces an age of uncertainty. Rapid advances in technology give brands more options than ever to tell their story to consumers, who are changing how and where they consume media. While this phenomenon is altering the media landscape as we know it – channels like TV that account for the largest advertising investment face the greatest changes.
For many years, cable subscribers have had to pay monthly fees to rent set-top boxes, which represent a significant revenue stream for the cable/satellite/telco TV industries. This is quickly changing due to pending FCC regulations that will rewrite the rulebook for those companies while also adding additional competition.