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Between the bevy of TV shows premiering over the coming weeks and Sunday’s Emmy Awards, it’s safe to say we’ve got television on the brain. But savvy marketers are focused not on the flat screens of today, but those of tomorrow. Last week’s unveil of the iPhone 5 had techies aflutter and re-sparked rumors regarding Apple TV. In its current form, Apple TV is similar to a cable box, but it differs in that it allows users to play content from various sources, including iPads, iPods and – most importantly – iPhones. More than 50% of U.S. cell phone owners use smartphones, roughly 32% of them from Apple, making speculation over Apple’s plans to create an actual TV set almost irrelevant. With consumers able to shape their content stream, we face new challenges in terms of connecting in meaningful ways. Apple isn’t the only brand posing a challenge. It’s only a matter of time before television becomes permanently interactive.
Maybe I’m just blogging out loud, but it seems like marketers need to think outside the box. With interactive television trending, we need new ways to show and tell.
Which prompts the question: What will interactive TV look like in the future? How will marketers adapt, since we know consumers will respond?
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