Critics in international media and internet blogs have slated the objective of a joint venture comprising US-based multi-system cable operators to develop targeted TV advertising.
Entitled Canoe Ventures, the group is working to integrate ad tracking technology into set top boxes in order to tailor advertising content to particular viewers and households.
The initiative has been widely reported as an attempt to divert advertising revenue from the burgeoning web juggernaut Google.
Media industry blogger and researcher Phil Leigh listed five different reasons as to why he believes the project is doomed to failure.
“Video will ultimately migrate to the internet,” said Leigh.
“Eventually, the TV will evolve into a giant window in the internet cloud where video is merely one of many accessible applications.
“Consumers will favour ‘the net’s’ anytime, anywhere access as well as the interactivity. Ultimately, even sponsors [pay TV companies] will prefer the ad flexibility of ‘the net’ in terms of addressability, interactivity and spontaneous e-commerce.”
In addition to his predicted dominance of the internet medium, Leigh also listed lack of participation by some large operators and a questionable commitment from the industry, as reasons why the project could fail to succeed in luring advertisers back to cable TV.
Canoe Ventures includes Bright House Networks, Cablevision Systems Corporation, Charter Communications, Comcast Corporation and Cox Communications.