Archive notice: This article was originally published on November 28, 2007. Links and embedded videos are preserved as part of the historical record.
In Mediatrend 2007, 47.4% of respondents had backed the internet as the winner of the year (2006: 35%), with a further 31.6% backing „value-added services and applications“ (2006: 23.5%). By contrast, television had not been named as a possible winner by a single expert in this trend survey.
The validity of this forecast has now been confirmed by an analysis by the European Interactive Advertising Association, according to which more time is now devoted to surfing the internet than to television. The study’s conclusion: „As a result, TV ultimately loses its supremacy in the media sector.“
The experts surveyed by MedienRat were also correct in their assessment that media content would gain in importance (87.5% of respondents: „Content is gaining in importance“). This too has now been demonstrated by a consumer study. According to nextpractice’s investigation, media consumers are „annoyed by the triviality of the content“.
Since 2003, the MedienRat Institute has annually surveyed leading consultants, media analysts and media economists about their assessment of the development of the media industry in the coming months. The study differs from other surveys through a meta approach, that is, the attempt to gain an overall picture from the assessments of different disciplines. Evaluation for Mediatrend 2008 begins in the next few days.
