Ashley Highfild from Microsoft thinks that Television has only three years to adapt to they internet. They need to change along with the internet and face problems. “I think the industry has go something like a 2-3 year window to adapt or to face its iTunes moment,” he said.

Television can find it’s solution by something called “internet thinking” and they can “understand the video media environment through the dimension of the internet user”.

The internet will be slowly combining every more slowly with television as the internet offers more interactivity within television. The internet offers features like more video on demand, television is just a medium that says at this time you need to watch. People want more choices like the ability to watch a show when they want to.