go from here?

Given that some people have predicted the converged world will bring the end of tv advertising as we know it and others feel the broadcast spot will remain a relevant tool for some mass-market products, Playback wanted to get the Canadian spot crafters’ take on the matter – whether or not they feel the traditional tv spot is endangered or is there still a great future in this biz?

Playback went to some people who have distinguished themselves at the Bessies, individuals who came through this year of marketplace confusion and asked themÉ

The Question: As the growing myriad of entertainment options heralds increasingly fleet chances to grab the jaded, fickle viewers, what will have to happen to tv advertising for it to maintain its relevance – what are the key elements on the crafting side of the biz for ads to continue to attract enough eyeballs to justify existence in the converged delivery system?

In other words, (the shorter version begins here) what’s the next critical stage in the creative development of this as a viable industry?

Responses begin on this page with MacLaren’s Lesley Parrott and continue to p. 38.