Historically, TV channels have existed because they owned valuable rights to broadcast content, which was then packaged and monetized, explains IESE Prof. Josep Valor. The internet has undermined this model by allowing anyone to broadcast high quality content and reach viewers directly.
 
In the coming years, individuals and companies who own the rights to large sporting events or hit entertainment series will seek to monetize content directly, using IP addresses, the same way that Google and Facebook do. This will allow advertisers to target viewers more accurately, but it will also drive the cost of advertising up.

Face IT - IESE Technology Blog

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