Consumers will drive growth in the digital interactive TV market because in future they will refuse to spend two hours watching a film on their PC.
Michael Cornish, managing director of Atomfilms Europe, warned an audience of TV and movie content creators and commissioners at Mipnet 2000 today: "You're looking at 10 to 20 minutes for viewing content on a PC and five to 10 minutes maximum on emerging mobile devices, including Wap-enabled mobile phones."
"The difference between film and TV is that the internet is on demand, programming is pretty much limitless and you can deliver content to a highly targeted audience and still be economically viable," he continued.
Cornish, whose company uses the web to promote and distribute selected 'short-form' independent films, underlined a key Mipnet theme - that "content is king, but it has to be quality content to be a success".
He claimed that entertainment would be the driving force behind the growth of digital, interactive TV, "but it's no good simply taking content on the TV and slapping it on the net, it just will not work".
As a result, he advised TV and film content providers to concentrate on making so-called short form content that relies heavily on community participation.
"We can't offer quite the screen experience of TV right now, but in the next two to three years, net broadcasting will offer a standard definition TV experience. If you're going for the mobile device market, remember that content has to be even shorter and very time sensitive," he attested.
Analyst firm Forrester Research said Europe currently had about 1.7 million broadband users, but predicted that the figure would hit 20 million by 2005.
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