The waning of
power projection

The empire of TV is at its apogee, set to start contracting in the next two years. TV budget share will experience its Battle of Trafalgar in 2006 - after which it becomes less and less of a threat to other budgets - at 37.9 percent of all marketing media billings, according to ZenithOptimedia figures quoted by a ZDNet blog. It will decline by 0.1 percent the year after, not nearly as large as newspapers' projected share reduction of 0.5 percent by 2007. The sum of both share losses, and then some, will be made up by online media share increases.