Why broadcasters are not cashing in online

Gordon Borrell on why broadcasters are not taking advantage of online advertising opportunities (from TVSpy):

“The big problem however, is the web is not a broadcast medium. In most cases we are not talking about a $1 million or even a $100,000 contract for advertising. We are only looking at several thousand dollars per contract. Broadcast sales people don’t have the time or interest to focus on those types of deals. The current compensation structure and incentives also don’t motivate broadcasters to focus on web advertising.”

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