I read this statement today in a press release from a Broadcaster: “50% of our customers are online at the same time they are watching TV”. What this says/means is that they are either ‘Watching TV’ OR looking at another device! They cannot physically do both and follow what is on the screen. This ‘device distraction’ means that they are actually NOT watching the TV and that is where the business of TV is getting confused. Now is the time that TV executives need to realise that their ‘offer’ needs to include a way to harness that distraction! Some people have understood it – many have not.