There are more and more convergent issues – whether it be the emergence of Internet Protocol Television (IPTV) or the trend towards ‘bought, owned and earned media’ which is seeing some advertisers becoming ‘broadcasters’ in their own right.
ISBA’s Convergent Media Working Group (formerly known as ISBA’s Media Policy Group) addresses overarching media issues which transcend individual ISBA channel Action Groups.
For example;
competition/cross-media concentration & collaborations
regulation, overall market definition
media agency concentration/evolution of roles (cf network aggregation, ad serving)
sourcing/sustainability of media supply
future of audience measurement
(cross-media effectiveness)
Early discussions have centred on media and ownership convergence, in light of News Corporation’s proposed takeover of BSkyB, as well as the effectiveness and relevance of media auditing.