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Erase everything and start over !

PVRs, Blogs, and Word of Mouth: The consumer is now in control

Erase everything and start over !


Pierre Delagrave

The scope of the change taking place is so great, we have to question everything, understand how it affects every aspect of marketing communications, and experiment with the new ways of communicating that technology has made possible.

These are electrifying times for consumers of all ages, who are discovering new devices and applications every day – many of them free – that give them anytime/ anywhere access to the media while letting them generate content themselves. These are bewildering – and stimulating – times for those in telecommunications, broadcasting, and communication:

  • The City of Toronto is going wireless, putting the internet everywhere, even on cellphones.
  • The multimedia center of young households is the PC.
  • Online radio and satellite radio are taking their place.
  • iPods are portable PVRs for radio and TV.
  • A daily newspaper put out by 3 people is giving a traditional daily a run for its money.
  • Controversial Jeff Fillion thumbs his nose at the CRTC by starting Radio Pirate.
  • The TV marketplace has been turned upside down by the PVR as viewers skip the commercials on the most expensive shows.
  • The Web has introduced Word-of-Mouse, while Word-of-Mouth has become an approach in its own right.

The scope of the change taking place is so great, we have to question everything, understand how it affects every aspect of marketing communications, and experiment with the new ways of communicating that technology has made possible.


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© Éditions MultiMondes, 2006




Copyright © Éditions MultiMondes, 2017


Les Éditions MultiMondes reconnaissent l’aide financière du gouvernement du Canada par l’entremise du Fonds du livre du Canada pour leurs activités d’édition.

Elles remercient la Société de développement des entreprises culturelles du Québec (SODEC) pour son aide à l’édition et à la promotion.

Elles remercient également le Conseil des Arts du Canada de l’aide accordée à leur programme de publication.