The promotion of digital as a media channel by those with vested interests has shifted the 'baseline' from which television is being judged, prominent media academic and Media Summit keynote Dr Karen Nelson-Field has warned.
Commenting on the launch of a new industry body that looks after the interests of pay TV and free-to-air, Think TV, Nelson-Field believes it is important traditional media like TV fight back against “sensationalised claims”.
“The television sector needs an industry body like this to re-establish its baseline,” she says.
“A baseline that has shifted largely due to the falsely generalised sound bytes from digital case studies that are quickly turned into ‘best practice’ – often by those who stand to gain the most from their acceptance.
“Despite the sensationalised claims that television has lost its sparkle, at the end of the day when buying media for the purpose of growing a brand, the two most important considerations are cumulative unduplicated reach potential and audience quality in terms of reaching more light buyers – television ticks both of these boxes.”
Nelson-Field says she hasn't become a TV evangelist; the “media agnostic” believes that all media has a role to play.
“But I do think the pendulum has swung too far and each medium should be considered on its real merits,” she says.
At the Media Summit next Thursday (19 May), Nelson-Field will deliver a keynote speech that challenges the norms of media, from the role of machines to the next wave of contextual advertising.
She is the CEO of artificial intelligence venture Media Intelligence Co, which is building cutting-edge media measurement technologies and real-time media research solutions.
Media Summit tickets are still available and can be purchased here. The event will feature the who's who of media and adland. Here are the session times and speakers.
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