Competition brings out the best in products and the worst in people. These two words standing together almost always is associated with competition. According to David Sarnoff’s saying: Competition brings out the best in products and the worst in people. Lets discuss the “best” and leave the “worst” for the other time. David Sarnoff’s saying is enhanced by the New Internet TV Research that Found that the PC has become the 2nd TV.

Matthew Halfin who led the study for co-author Simply, said: ‘The middle class study has been reborn as a US style ‘den’ where viewers displaced by a partner or child are escaping to indulge their personal interests. Instead of watching soaps under sufferance they are seeking out what they really want to watch online.’

The research of Simply and media boutique Work Research used an in-depth qualitative study methodology. Director of Work Research, Justin Gibbons said: ‘This is the first serious attempt to unpick the complexities of the new online video ecology and explode the misconception that all that’s on offer is homemade comedy and soap catch ups.’

According to the SourceWire Key FIndings are as follows:
- The PC is taking over as the ‘second TV’ in the home
- Online video viewers are thoroughly mainstream with no evidence of users being overly ‘techie’ or interested in very niche interests
- There is more to online video than comedy snippets and TV catch up. Three distinct categories of online content emerging which have been characterised: Snippets, Boutique and Catch-Up. Each is being viewed in a different way.
- There is an ‘Apex of Attention’ where needs based viewing meets relevant advertising.
- Viewers accept advertising in exchange for ‘free’ content as in traditional TVPC provides with more comfort rather than TV.

You watch, find out news, and to be more precise world news, events, talk to friends, have fun ... and through these processes the World Wide Web video advertising plays great role and is one of the effective one.

Online Video Content is categorized as follows:
Snippets
• Short form; from 5 seconds to 5 minutes
• Amateur content
• Social; shared, forwarded, watched with friends
• Mindset is experimentation, discovery, entertainment
• Anytime media – work, home, mobile

Boutique
• Mini videos; from 2 to 5 minutes
• Independent professional content
• Privately consumed; cult, niche, obscure, watched in private
• Mindset is task based
• Evenings, weekends in home Catch-up
• Longer form; from 5 minutes to feature length
• Professional/owned content
• PC becomes 2nd TV; private, comfortable, relaxed
• Needset is functional/convenient
• Peak time in home

The full research will be available to access from 27th March 2008 at http://www.ignoreatyourperil.com/.

References:
http://www.sourcewire.com/releases/rel_display.php?relid=iTTiT
http://www.ignoreatyourperil.tv/