Summary
Western commercial TV broadcasters are currently facing an apparent paradox: While consumers will stay home and watch more TV during this recession, TV advertising will experience a worsening downturn anyway. With their budgets also tightening, commercial TV broadcasters' ability to maintain quality programming — and audience share in the long term — is therefore at risk. Generating alternative revenue streams will become particularly critical for commercial TV broadcasters. Consumer product strategy professionals at commercial TV channels should look to online TV and offer interactive TV (iTV) — yes, again — to survive the economic downturn.
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