Broadband won't overtake TV, execs say


NEW YORK -- A survey of media execs predicts that broadband will continue to make significant inroads in the next five years but that the majority of eyeballs (and money) will remain on traditional TV.

The "Digital Video Barometer" survey of more than 270 industry executives find that 90% believe that Internet distribution will account for at least 40% of all video content by 2012. Twenty-three percent believe the Internet will account for 60% of content while 9% think that the Internet will have 80% of video share.

But most don't think TV is going away anytime soon. Two-thirds thought TV would have at least 60% of all video consumption in five years.

"Most of the dollars are going to go into television even then," said Peter Winkler, chief marketing officer at Teletrax.

Fifty-five percent of the people who responded said digital rights management should go out the door in favor of tagging while still distributing freely.

The survey, conducted by Myers Publishing LLC, was underwritten by video monitor Teletrax. The results were released at a panel discussion "Economics of the New Television Marketplace" on Tuesday that featured execs from Turner Broadcasting, NBC Universal, Digitas and Google.