The Madison and Vine excitement has wound down a bit, making room for the Madison Ave and Broadband relationship. I know, broadband is not an ‘address’ but it is something that makes marketing, advertising and end-users’ atwitter with huge expectations. It’s impossible to think of broadband without the on-demand phenomenon. And it’s impossible to mention on-demand without bringing in RSS.

RSS advertising is expected to grow by 129% by 2010 (Mediapost’s report on PQ Media study.) Interest in rich media is on the rise (again) with steady broadband penetration. Denmark, South Korea, and even Iceland have higher penetration than the US, though, reports cNet.

Television has begun moving into broadband country. Consider these:
CBS launched Innertube it’s broadband channel.
ABC has a Video-on-demand section, and is also has broadband plans to work with affiliates
NBC had formed a national broadband company (NBBC) with its affiliates.

No wonder agencies are changing –fast. I wrote about this in Create Magazine’s summer issue that’s just-out.

Broadband is one of those forces that bring about this change, and agencies learn to draw on its values. As outgoing AAAA chairman, Ron Berger stated at the end of his speech, "I think our industry would be better if agencies were as comfortable with change as we like to tell clients they should be."