Letter: ... but new media is no replacement for TV

I enjoyed your excellent review of broadband TV and IPTV ('The new niche TV,' 4 August), but don't think the media are interchangeable.

TV audiences don't get the same experience online as from TV. They 'access' video on a PC, but they 'absorb' TV programmes and any messages they contain. Also, TV's regulated status ensures it remains the most trusted media, something PROs should value, and it still accounts for the largest share of people's media time.

An integrated approach can really work, and many businesses are showcasing themselves through 'branded' TV programmes.

Bill Gash, commercial director, Information TV.

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