Abstract
Media and TV have changed a lot in those last 2O years but we may assume that this change is going to be even more fast paced and increasingly important in the next 2O years. Of course the new media (internet) and the new technologies linked to the internet have completely changed people's habits. We should not focus on emerging technologies but on emerging cultural practices. So initially, we are going to focus on the consumer's behavior shift, then, we will get a clear vision of how the future of broadcasting devices is shaping out according to current movements. Finally, in the third section, we will examine the following issue: what will the relevant challenge of this multimedia environment transformation be?
First, we want to focus on the consumers' changing behavior concerning TV and so in this part, we are going to look at the consumers' demands regarding TV and related media.
Firstly, we can notice that today (and in the future also), consumers know exactly what they want and what they don't want. For example, they don't want so many TV commercials; they are getting fed up with the sheer size of these commercials. Indeed, nowadays people mainly watch TV during their spare time in order to relax and get entertainment. As a consequence, TV commercials are perceived as something boring and intrusive which deprives the viewer of his relaxation and entertainment. To crown it all the commercials are becoming less efficient than before because people feel bored with them and prefer switching programs or moving to on-demand viewing because there, the commercials are not so numerous.
