This meant that large producers and distributors, rather than local or nonprofit broadcasters, could dominate the larger television industry. Corporations as a whole are estimated to have spent a couple of billions of dollars in developing Web pages. This scale of expenditure makes it all but certain that one or another megamedia company will eventually figure out how to produce profitable cyberspace programming genres. The key goal of Webcasters, on current evidence, is to concentrate and stabilize relations between program services and a udiences. The explosive growth of Internet broadcasting is tantamount to an admission that advertisers have succeeded in bending the Web to their particular social purposes.
TV is the world s most effective selling tool.
Simplifying only somewhat, it was because of its ability to accommodate live-action demonstration that TV succeeded radio as the foremost advertising medium. Advertisers are not yet confident that the Web portends an equally decisive new stage in the ongoing evolution of the sales effort, but they are certain that they cannot afford to overlook that possibility. That s what we take from the celebrated address two and a half years ago by Ed Artzt, then CEO of Procter and Gamble. Today, it is no longer a question of whether advertising and marketing will move on the net. The generic forms of advertiser sponsorship and programming on the Web are surely nowhere near stabilization.