It’s TV, Jim, but not as we know it. Today’s consumers are more and more into anytime, anywhere television. In households with Personal Video Recorders [variously known around the world by brand names such as TiVo, SkyPlus, Foxtel IQ and MySky], ad-skipping is a way of life. Thanks to the wonders of BitTorrent, viewers around the globe can watch their favourite shows a few hours after they premiere in London, New York or Paris.

Content-owners are migrating their offerings to mobile, iPod and Web in a desperate attempt to monetise this new delivery channel before “free” becomes too engrained. And marketers are trying to grab our attention through various forms of branded entertainment [the practice previously known as product placement]. Can your brands survive the brave new world?