A few years ago, a prevailing theme at Media 360 was that TV was dead – or at least in intensive care. It was depressing (because it was nonsense).
A couple of years ago, following the launch of our joint study with the IAB looking at TV + online, the tone had shifted a little and there was a bit more positivity about TV’s future; TV was out of intensive care and walking around the ward. It was heartening.
Then, last week, its rehabilitation took a couple more strides. TV was voted the medium with the brightest future at Media 360, Thinkbox (ahem) won Best B2B Marketing at the Marketing Society Awards, and Group M announced the latest set of positive numbers for TV ad revenue (albeit coming from a low base for comparison). The narrative for TV has moved on dramatically in the last few years and this is great news.
What was even better about Media 360 was the way people talked about the internet. There was wide recognition that it is not a single medium, but a technology for delivering many different things (media included). This is a mark of its maturity. Added to this was a trend of not obsessively looking at the impact of the internet solely in terms of how destructive it might be, but instead looking at it in terms of how it benefits different media – and nothing more so than TV.
The media debate this year was refreshingly future-focused and all the so-called ‘traditional’ media found things to say that indicate a much healthier future than naysayers and digital fundamentalists have suggested in the recent – but, hopefully, quickly forgotten – past.
All in all, Media 360 – with a few exceptions – had a healthy focus on promoting and understanding the future that stood in stark contrast to the recent past. I look forward to more of this next year.