Accenture survey shows huge demand: nearly 60% of people want more control over how they consume media. "We have moved from an appointment to view TV culture to a TV on my terms one," said Kumu Puri, a partner at Accenture Communications and High Tech Strategy.
The trend, said Puri, is going to accelerate as the MySpace generation grows up. According to the nine-country Accenture Global Digital Home Survey survey, 44% of those under 24 years of age prefer watching video on the internet rather than on the TV and 56% of that age group want to create and share their own content with others. [...]
Some 54% of respondents want Net content on their televisions within the next three years. To meet this appetite Puri said that companies need to provide more and better services to people. "Good media alone will not enable media companies to attract consumers. Companies need to experiment with new channels of content distribution and new models and they need to give an editorial role to the consumer," Puri said. New models must be flexible and able to scale quickly
