Someone once called television a "medium" because it is neither rare nor well done.
The comment clearly refers to television programming but the quality of programming doesn't concern me. The remote control remedies that.
Television's power as a medium was originally derived by its unique sight/sound/motion and scale. Today broadcast networks reach over 100 million households. Most cable nets...over 70 million.
Television segmentation and addressability are the technological promise for TVs future. When will marketers achieve scaled household addressability? It doesn't matter. Data analytics, geographical-, and behavioral targeting tools available today are game changers that can be leveraged today but aren't. Let's discuss why.