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New business models that allow consumers to record an infinite amount of digital content is set to cause a major disruption in the TV industry, says Prof. Josep Valor of IESE's Information Systems Department. The shift will alter advertising approaches and raise new copyright issues.

While it is unclear what the new "ecosystem" will look like, whoever owns copyrighted material will be the ones left standing, he says. Other players will have to reconfigure how they integrate with new emerging technologies, as well as advertisers.

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