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A new business model that offers the consumers the chance to record everything broadcast on a given TV channel represents a major disruption in the way television is delivered, says Prof. Josep Valor. It is not clear what the ecosystem will look like in a few years’ time but he says only those with copyright of things people want to watch will be left standing.

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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