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Diane Rehm show on TV and the internet

There was an interesting 11:00 episode today of The Diane Rehm Show. The topic was The Future of TV and featured Walter Mossberg, personal technolgy columnist for The Wall Street Journal, and Lee Rainie, director of the Pew Internet and American Life Project. They talked a lot about podcasting, iTunes and other new distibution mechanisms as well as a need to track downloaded media in an effort to determine which shows are popular and which are not. I would argue that if it were possible to track all the downloads of Battlestar Galactica and Firefly those shows would have even higher ratings than they do today. Of course, this doesn't do advertisers any good since the downloaded versions do not contain commercials. However, based on the increasing amount of product placement I see in today's shows I think advertisers are getting the message that commercials are not going to be the delivery mechanism for the next generation of media viewers/listeners. How long will it be before we see Apollo and Starbuck sharing a Coke while discussing their plans to defete the Cylons?

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