AdAge reports that US TV shows are still struggling to regain momentum after the recent writers strike. Coming on top of reports of increased consumption of online video it does make you wonder if this is now longterm.

For companies wanting to reach mass audiences online delivery is now a viable alternative. With forums and bloggers now creating communities of interest it is possible for organisations to create content targeted at specific groups of consumers. Social networking means that unlike TV people can pass on content or links to content freely. Whilst the total numbers watching a programme on TV maybe higher it is the relevance and targeting of online content that is of interest to advertisers. Equally of interest is the engagement and interactivity with the community that an online social networking campaign brings that TV cannot. TV despite attempts at iTV and the 'red button' still is a passive medium. You watch. That is the only option. With online you can comment. You can re-author or mash-up if you want. You can forward to friends. If companies are smart they will even respond.