It was a shakily constructed piece from the start. The ICM survey of 2000 people on which it was based found that 9% viewed online video regularly, 13% occasionally and 10% expected to start in the coming year. Instead of these building blocks, the BBC had chosen to lead on the fact that 43% of people who watched video from the internet or a mobile device watched less normal TV as a result. In other words, more than half of the 9% who counted themselves as regular online video viewers watched the same amount or more normal TV.
By this point, you may well have engaged your own prejudices and will be thinking either that the 32% who are or plan to become regular online video viewers is a hugely significant number that reinforces the absolute change taking place in the media landscape - or, conversely, that the world has gone web 2.0-mad.
The principal broadcasters have planted their flags firmly in the first camp and are scrabbling quickly to make the majority of their programming available online and on-demand - well ahead of actual requirements of the majority of their audiences.
The imperatives for commercial broadcasters and the BBC are very different - future revenues from advertisers and paid-for content, and sensible use of licence-payers' money respectively - yet the investment question is uniformly perplexing. Do TV broadcasters invest funds on the basis of an assumed on-demand media future, or spend their money where the majority of their customers still are?
A rather old-media newsletter arrived in the office this week, containing a timely reminder that strategic business decisions should, at the very least, be based on the available evidence and not on the hype and fear accompanying the latest spurt of technological advancement.
'Telescope - an occasional update on aspects of marketing' pulls together a collection of recent surveys that inconveniently obstruct the view that new technologies are sweeping all before them. Research by Harris for The Guardian found that fewer than one in three respondents had ever read a blog, and that about one in 12 had ever downloaded a podcast.
It cited recent Rajar data showing that sales of DAB digital radios had stalled in the last quarter to September 2006, with ownership at just over 15% of the survey panel. Crucially, it repeated the findings of the European Media Consumption Survey by Jupiter Research, which found that the average hours spent per week with TV, print and the internet had risen from 15 in 2003 to 19 in 2005. Time spent online had doubled to four hours, but not at the expense of TV or print - the former had risen by two hours to 12, while the latter had held steady at three hours.
So the headlong rush from traditional mass media looks foolhardy to say the least - wherever we are going, it is further and will take more time than current technospin suggests.