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the genre of TV shows broadcast only online. (Waterman, D., Sherman, R., & Ji, S. W. 2013, 37) At the beginning of this century, more than 50% of households in large Euro- pean countries such as France, Italy, and the United Kingdom were still using the analog terrestrial television broadcasting platform and could choose from only five to eight channels, while the average viewers would prefer to watch at least 15 channels. The fast penetration of digital content delivery technologies like cable, satellite, digital terrestrial TV and, latterly, TV over DSL, changed all this. Internet television will be the next stage in television ‘s development, where viewers will be able to watch ‘non-linear content’, that is programmers and video clips they select themselves. This gives them access to the long tail of video content, for example through sites such as YouTube. (Anner & Jacques 2009, 124.) 18 2.6 Internet advertising On October 27, 1994, Hot Wired (www.hotwired.com) brought paid advertis- ing into the World Wide Web. (Jim S., 1997) Berthon, Pitt, and Watson tell that the World Wide Web is the first truly new medium since television and gives a wide range of opportunities and chal- lenges of advertising implementation, including the need for more systematic research (1996). To use the Internet as medium effectively, marketers need to understand how users perceive the Web as a source of advertising since per- ceptions of the media affect attitudes toward individual advertisements (Alwitt and Prabhaker, 1994).PDF Image | YouTube as an advertising platform
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