MARKETING ONLINE: Murdoch takes the Net further

The imminent arrival of digital television has alerted many to the gatekeeping ambitions of Rupert Murdoch. However, there is more to the future of television than digital technology (see page 22).

The imminent arrival of digital television has alerted many to the

gatekeeping ambitions of Rupert Murdoch. However, there is more to the

future of television than digital technology (see page 22).



Murdoch’s opposition should comfort itself with the parallel development

of the Internet.



IBM is a vocal advocate of the Net’s potential. ‘There is no way of

stopping the arrival of video on the Internet,’ says IBM’s Bill Moses,

whose role is to explore interactive possibilities in the sports arena.



His view is supported by sports producer Trans World International’s

Bill Sinrich: ‘When the Internet can deliver quality video in real time

we have to ask if that is the ultimate pay-per-view which will exclude

all the middle men, including broadcasters.’



Murdoch is not oblivious to the Net’s potential. His digital platform

will include Internet access and, through News International, he is

already in partnership with BT to develop Net activities. Yet it is

clear that he will not have the clear run some observers expect.



With BT now a shareholder in Sky - and a medium-term threat to the cable

industry - it is hard to think of a company better placed to take

advantage of developments, on the Internet or off it.



Win a Web seminar



Marketing and Data Processing Direct are offering you the chance to win

a free on-site Web marketing seminar worth pounds 1500. The one-day

interactive event, held at your own premises, will cover design and

construction of Web sites, and how to incorporate acquisition and

marketing strategies for maximum effect. You’ll see case studies on the

dos and don’ts of Web site development, including security issues, and

an explanation of Web terminology.



We’ll even throw in a bottle of champagne to celebrate your win!



To enter, all you need to do is answer the simple questions below, then

either fax your answers to us on 0171 413 4504, or e-mail them to

competition@marketing.haynet.com.



The closing date for entries is December 10 1996.

The first correct answer out of our virtual hat gets the prize.



What is the name of Bill Gates’s browser software?



What can you do at a Cybercafe?



What is a search engine?



The name of the winner will appear next month. For a full set of rules,

write to ‘Competitions’ at Marketing magazine, 174 Hammersmith Road,

London W6 7JP. The judges’ decision is final and no correspondence will

be entered into.



* Congratulations to last month’s winner, Jonathan Rabson of Quaytime.



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