While linear TV still provides the backbone of home viewing, Over-the-Top (OTT) TV services are revolutionising the way content is being created, distributed and consumed. TV shows being available ‘;anytime, anywhere’; is swiftly becoming a reality. But what impact will this have on the media landscape?

Netflix”s goal – ‘to become HBO faster than HBO can become us” – has driven a commitment to produce original programmes. The first of these, House of Cards, was a phenomenal success, proving the company has much more to offer than reams of already-seen TV shows.

Astonishingly all episodes of the Kevin Spacey produced drama (which he also stars in) were released at the same time, demonstrating the potential of OTT to subvert the conventions of programming and storytelling. Online retailer Amazon, which owns LOVEFiLM in the UK, is also making forays into original production, having recently announced the development of six original comedy series pilots.

Of all the recent OTT announcements, it is YouTube”s spending of $100m to finance professionally produced shows that may prove the most significant, if only because of the sheer size and scale of the platform. YouTube Originals, designed to move the site closer to a TV station, comprises 60 shows in the UK and receives 35 million views per month. Among the most popular channels: Jamie Oliver”s Food Tube, the citizen journalist channel Truthloader, and the comedy-focused Bad Teeth (created by Hat Trick Productions).

Will OTT signal the death knell of traditional television? Not quite. But it”s true that the rise of online TV has compelled the big broadcasters to invest more in online services. There”s Sky”s own OTT service, Sky Go, which aims to compete with the likes of Netflix and Lovefilm, and continues to enjoy unparalleled clout in the premium rights market; BBC iPlayer; ITV Player and 4oD, offering a mix of programming – new and old – with the prospect of micro-payments on the horizon.

The collision of TV and internet is the core theme of Marketforce and the IEA”s 11th annual Future of Broadcasting event. Hear how the BBC, Channel 4, BSkyB, blinkbox, Youtube and more are winning over the connected consumer, and what the future holds for internet TV. Please contact us via email or on +44 (0) 20 7760 8699 if you have any questions regarding the event.