Consumers will become new stars of Web TV

The line between entertainment and commerce will blur in future as audience members become the stars of their own Web TV shows.

Michael Teich, programming manager for Pseudo.com, which produces 50 original shows a week for web broadcasting globally, claimed at the Milia conference in Cannes this week: "Transactions will be interwoven with the content experience."

"In the same way that Geocities lets consumers build their own communities online, Web TV consumers will send in video scripts and become stars of their own stories," he added.

As a result, Teich believes that the traditional medium of TV will be forced to redefine itself and will need to become interactive to survive.

"Targeted personalised advertising will become the norm, and product placement and branding will become increasingly important," he predicted.

The current TV studio based system will also change and become decentralised with the march of Web TV, he maintained. "People will be able to create their own programmes in their bedrooms for $1,000," he attested.

Canal Web programming, part of French broadcasting company Canal Plus, also confirmed at Milia that it is furthering its expansion into Europe and will open web casting studios in the UK and Spain over the next couple of months.