The Zombie Generation?

Guess what, mommies and papas? Little Igor is not - repeat not - becoming a social zombie by spending so much time on the computer.

This is the conclusion from a study done by the Pew Research Center for the People and the Press. While it was a U.S. survey, one can assume that young children everywhere have some similar characteristics.

In fact, the situation is quite the contrary. Online activities such as social networking, sending e-mails and blogging can lead to larger and more diverse social networks.

From the Pew report:

"Social media activities are associated with several beneficial social activities, including having discussion networks that are more likely to contain people from different backgrounds. For instance, frequent Internet users, and those who maintain a blog, are much more likely to confide in someone who is of another race. Those who share photos online are more likely to report that they discuss important matters with someone who is a member of another political party."

The survey says that social isolation is still a problem for six percent of the population, but that has nothing to do with the Internet, and the figure hasn't changed since 1985.  The study polled 2,512 adults.

In the U.S., 71 percent of computer users have at least one member of his or her family on one of the social networks.

The survey goes even further to report that Internet users are far more likely (45 percent) to visit a caf? or a coffee shop than people who do not use the Internet.

The Holy Grail of Media Measurement?

The Holy Grail of media ratings these days is to come up with an effective way to measure across numerous platforms that deliver news, entertainment and sports.

Nielsen, the biggest name in television ratings, says that by late 2010 it should have an accurate measure of viewership in place - at least in some countries - that distinguishes between online television audiences and traditional viewers.

There has been growing dissatisfaction from clients over Nielsen's inability to adapt to the new age of multiple media platforms, and to be able to combine it into a single source of data.

Nielsen began in December to install meters in 7,500 homes in the U.S. and hopes to begin collecting data by Aug. 31, 2010.

If it doesn't succeed, look for Nielsen to fall prey to the same ailment that has hampered so many other traditional companies that haven't adapted well to a new media environment. There will always be another company waiting in the wings.

As their TV audience declines, networks are eager to sell shows across different devices and to have accurate data on who is watching and where.

"Nielsen has a lot of heavy lifting to do in a tight time frame," says Colleen Rush, of MTV Networks.

Online Ads Need Video

Why are more news websites featuring video these days? Video sells.
More sites are moving video front and center and packing them with commercials from everything from toothpaste to automobiles. Even the staid Wall Street Journal has caught on.

At a time when other categories of advertising dollars are shrinking, video ads are booming. News sites are adding more video inventory to keep pace with the demands of advertiser.

In the words of Charles Tillinghast, president of MSNBC.com,  "Every watershed event leaves video more popular than before."

K. C. Estenson, the general manager of CNN.com, says that "people are using the Internet in a different way now. With broadband penetration becoming ubiquitous and more and more sites having this easy capability, people are expecting video to be there."

Media companies typically do not break out figures for video advertising, and certainly the video revenue pales next to search and display advertising. But the growth has spurred investment and interest in video production.