Television is a cool medium, we learned more than 40 years ago, one that requires no effort on the part of the consumer. The Internet is a hot medium, one that is defined by the effort exerted by the consumer. The more effective learning is going to occur in the hot medium, not the cold one. |
We believe the new voluntary guidelines — if they are followed by everyone in the industry — will be enough to stem calls for legislation. |
Yes, there will certainly be one company that ignores the guidelines. That company might live to regret that decision. |