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Tobaccowala Plays Priest to Consumer Gods

MediaPost" Starcom IP Chief: 'Humans Are God'

Starcom IP and SMG Next President Rishad Tobaccowala, speaking at Doubleclick's annual Insight Conference, said consumers are becoming more and more empowered in their control over media and that "humans are gods" because this power allows them to be all-powerful in their media selection. Tobaccowala talked up the rise of HDTV, DVRs, video-on-demand, gaming consoles, IM and video iPods and some of the other new communication channels.

Tobaccowala also spoke of Starcom-dubbed "TV 2.0" which is made up of broadband, gaming, computers and television all combining into new portals into the home. In a nutshell, the number of channels into the mind of a consumer, or contact points as Starcom likes to call them, is increasing dramatically and the control over those channels is shifting from the hands of marketers into the hands of consumer.


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