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Mass communication

Customised communication


One-to-one communication

Infrastructure and content focus

Context focus



The passive viewer

The empowered participant

One-dimensional Relationship

Multifaceted Relationship

Linear Model

Chaotic Model



Mass communication:

The central strategy of TV has always been to communicate to the masses, with effectiveness based upon reach and market coverage. The objective has to "push" communication at viewers in the most direct and cost-effective manner.

Customised communication:

Mass communication will disintegrate within a landscape of fragmented messages, customised to the particular needs of each individual. This will create a communication scenario where viewers pull the communication that they desire .


"The fewest number of messages, the largest number of viewers," has been an unofficial law of television since its origin, and it was directly linked to the mass communication theory.

One-to-one communication:

Personalised communication will be the most effective way of developing the future of TV, and a movement toward "one message-one viewer" will occur.

Infrastructure and content focus:

The quest to develop and implement more effective infrastructures to deliver content and enhance reach has dominated the historical television model.

Context focus:

The customer will be an active participant in the framework within which he views all messages, making information that much more relevant.


A one-way stream of communication continues to flow into households, with little opportunity for two-way communication to be established.


Two-way communication flow will eradicate the monologue of the current model, and will result in a more customer-focused business strategy.

The passive viewer:

As a direct result of the above elements, the TV business model envisions a passive viewer presented with content deemed most appropriate by the media outlet.

The empowered participant:

The TV business model of the future must empower the viewer to choose, create, and adapt. Hence, the customer will be an active participant within the whole communication process.


The current one-dimensional business model is no longer in line with today's market and consumer trends. Though technological limitations in the past impeded evolving, the barriers to interactivity are constantly being worn down.


A multifaceted relationship will allow the viewer to establish his own value chain of communication, facilitated by a television model that lets the customer access the information he requires.


Prescribed schedules for advertising and programming underline the linear characteristics of the current model: Broadcasts occur at a certain time and place, and for a certain length of time; otherwise the communication cannot take place.


An apparently chaotic model will emerge -- no time-specific communication, no schedules, no prescribed programs or advertising -- in which individuals will establish their own order based on personal needs and preferences.

This way, if “content is king” one might say that “the user is God”, since the information he sends to the broadcaster will determine the content – a trend that was already implicit in the audience ratings, but it still merely quantitative and not qualitative as the now can be possible with the two-way communication models. The era of the empowered television participant is just around the corner, states Anthony J. Paoni, for whom it is near the day when television and the Internet will be placed under a single umbrella188.

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