Melding Web content with television programmes should intensify as concurrent use of the Web and TV takes off in 2010.
This is according to advisory and consulting firm Deloitte, in its predictions for the media sector this year.
However, the firm says people should not expect a surge in Internet-enabled television sales or an explosion in the use of TV widgets. “Converged Web and television consumption is likely to be more pragmatic”, it notes.
Mark Casey, Deloitte's technology, media and telecommunication industry group leader, points out that while the simultaneous use of Web and TV is predicted to increase this year, Internet-connected TVs or set top boxes won't be driving this.
Instead, converged Web and television consumption is expected to be based on existing televisions and devices, with 'convergence' being user-driven, Casey explains. This is due to the mismatch between swelling consumer demand for concurrent Web and TV usage, and the typical 10-year renewal cycle for televisions.
He says users will combine existing sets with standalone browser-enabled devices, most WiFi-enabled laptops and netbooks, smartphones, MP4 players, and portable game consoles.
“As simultaneous Web and TV use gains popularity, television producers will be encouraged to create Web sites that feed off viewers' eagerness to react to what they are watching,” adds Casey.
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