Save or Share this Report

For CMO Professionals

TV's Death Is Widely Exaggerated

Content Trumps Distribution In TV's Future

February 9, 2015

Primary author headshot


Why Read This Report

If you believe everything you read, TV is about to die — slowly or quickly, depending on whom you listen to, but its days are numbered. We've been around the block a few times at Forrester, and we know that TV, while beleaguered, is neither dead nor dying. But it is definitely hurting, and pretending that it's not won't give TV-focused media companies the focus they need to emerge on the other side of this digitally disruptive transition. In this report, we share the latest data on key trends in TV consumption, results of a series of industry interviews we conducted throughout 2014, and our analysis of the likely path forward for TV in the age of the customer. The bottom line is simple: TV is too important to everyone involved for it to fail. However, TV's current structure lends itself to the efficiency and superior outcomes that consumer-focused digital disruption promises. CMOs will want to prepare for the shifts that we have identified and make the most of their partnerships with TV producers, programmers, and distributors in the future.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).


Table of Contents

  • Why TV's Immediate Decease Looks Inevitable To Some
  • Instead Of Imploding, TV Will Adapt From Within

  • CMOs: Put Yourself In The Driver's Seat
  • Supplemental Material
  • Related Research Documents

Recommended Research