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TV, Print Will Go Fully Online: Gates May 9, 2007

Posted by Joanne KY Teoh in Convergence, News, Trends.
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Microsoft Chairman Bill Gates sees a grim future for traditional media as we know it today: television will go completely online, so will much of print. The transition will not be pretty. Gates noted that the numbers of people who actually buy, subscribe to the newspaper and read it has started an inexorable decline.

He was speaking at Microsoft’s annual Strategic Account Summit in Seattle, held to showcase the company’s online services and their potential appeal for advertisers. The event brought more than 1,000 advertising, publishing, media and technology leaders from 27 countries to explore how online advertising will evolve as the digital landscape continues to transform the way advertisers reach their core audience. His speech is webcast here.

“We’re saying newspapers will go online, and there will be massive innovation that comes out of that. We’re saying that TV, the biggest ad market in the world, will completely go online and have the kind of targeting interaction that you only get out on the Web today. As dramatic as things happening on the Web are, that’s actually what all advertising … will be in the future.”

Bill Gates, Microsoft Chairman

Gates, who will remain full time with the company until mid-2008, said he will spend his remaining employment with the company developing online services and advertising.

Microsoft is hoping to gain ground by offering new types of search and services. It has made a concerted effort in recent years to gain a larger share of the online services and advertising market, while going head to head with companies including Google and Yahoo.

That effort has benefited from a $2.7 billion increase in operating expenses by Microsoft in its current fiscal year. According to Nielsen/NetRatings, in March Microsoft held only a 10.1% share on the online search market, while Google held 51.3% and Yahoo 21.8%.

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