Conflict 1 - Viewer To Customer

Conflict 1 establishes the horizontal axis in our Four Futures scenario matrix. 

Conflict 1 examines the gradual evolution of the TV audience from 'viewers' (which is in essence a passive state where the broadcaster makes all the decisions) to 'customer' (which is a much more active state, where the customer uses technology like VOD, PVR and interactivity to control their viewing).

The interesting factor of this conflict between broadcaster and consumer is how the journey from viewer to customers is being taken very differently, and at different speeds across different customer segments.