When TV and the Internet Merge, Web Shopping Explodes

At some point in the not-too-distant future, TV and the Internet will come together as a powerful retailing medium that will allow consumers to buy merchandise online as they watch cable TV programs. And when that happens, online retailers better be prepared to take advantage of it—or they will lose markets to competitors who are ready for the next revolution in mass communications. Already cable companies provide a significant portion of Internet access to American homes and with the increasing number of TV channels, it won't be long before TVs come with keyboards that allow viewers to easily navigate cable TV to find their favorite shows. When that happens, the TV will start acting like a computer—complete with retail e-commerce capabilities. Cable shopping networks and TV shows are well positioned for it. Our speakers in this session will look beyond the horizon at the future of TV and the Internet, discuss how the two media will merge sooner than many people think and outline what retailers need to do to capitalize on the merger instead being victimized by it.