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DirectNews

Technology 'blurring the lines between TV and computers'

The differences between computers and television will continue to be minimised as the technology advances, an expert has suggested.

Brian Turner, executive editor of Techwatch.co.uk, has said that the services unique to each of these devices will become blurred between them.

He predicts that professionals will increasingly see broadcast as diversifying across mediums, accessing these resources in a number of different ways.

Professionals in the advertising world are already beginning to recognise this trend, with Sky Media managing director Nick Mulligan claiming that this is allowing more customer segmentation and accountability.

Earlier this year, he told a Westminster Media Forum Keynote Seminar on the future of advertising that this is becoming better received and more efficient thanks to the growth of digital television.

"We can use new technologies now and, in terms of the individual, provide advertising that is more tailored and more relevant," Mr Mulligan explains.

He adds that this will continue, although he admits that the introduction of one-to-one direct advertising through digital television is unlikely to be achieved due to its costs.