Global CEO of Young & Rubicam, David Sable, isn´t worried about the future of the TV industry. “The future of TV is powerful” he declared. “There will still be TV thousands of years from now. It might be broadcast into your brain telekinetically, but it will still be TV”.According to Sable, the proliferation of devices is fragmenting the TV industry. The introduction of new platforms and screens for consumption of video content has affected ratings, but most of what is consumed continues to be TV content. The fact that it is distributed through a different channel doesn´t mean the content itself isn´t TV. The popularity of services like Netflix and Hulu are a great example of why the TV business isn´t in danger, since both platforms have used original TV programming, bought for their business. After generating nearly US$4.5 billion in revenue in the first three quarters of 2015, Netflix is expected to close out the year with US$6.1 mil millones in total streaming revenues. “What´s changing is the definition of what TV is. Even if the content is not produced by a TV studio or distributed by a linear TV network, if it is considered to be premium video content, then it´s still TV” clarified Sable. “Those who still define TV as only ABC, CBS, NBC, you´re out of sync”. Sable isn´t worried about the increasing number of publishers and creators of online videos either.
