Piaras Kelly PR - Public Relations in Ireland

ENN reports on new research which indicates that video downloading “will account for one-third of all downloads in four years’ time.” It’s not the first time that similar research has been published, but as we’ve seen with the restrictions that come along with iTunes, how true that statement will be remains to be seen. In Ireland, there’s limited content available due to copyright restrictions.

I don’t think I’m the only person that shares this opinion. For example, the Register reports that Walmart has launched an online film service. After purchasing a DVD in store, the customer has the option of purchasing a download for a portable device, PC or laptop. This doesn’t sound particularly exciting except for the fact that Walmart makes you download the movie with their own application, effectively creating an iTunes competitor.

What is really interesting about this is that all of a sudden companies who ordinarily would operate in different markets will become competitors. iTunes will be fighting for the same dollars as the traditional bricks and mortar DVD retailer, as well as their TV provider. In Ireland, this translates as iTunes vs Xtravision vs Sky.

From a PR perspective, all of a sudden the message of convergence that we’re all slowly starting to preach to the media will come back to slap us in the ass. Clients suddenly become competitors and accounts will have to be resigned due to conflict of interest.

The underlying trend behind this phenomenon isn’t as Mike Walsh points out due to changes in technology, but rather due to changes in consumer behaviour. We no longer live life according to a schedule, instead people are starting to consume content wherever and whenever they want to.

Technorati Tags: Convergence, ENN, iTunes, Mike Walsh, Piaras Kelly, Walmart