Right now, public relations specialists don’t have much control over the audience that they reach. There are commercials on television, reports on the news, articles in magazines and newspapers, and more. Although the television stations and magazines are more likely to be watched and read by some than others, the public relations specialists do not have any real control over who receives their messages.  I believe that in the future, this will not be the case.

The future will be a lot more invasive than it already is. Every television will have a chip in it that allows television companies to see where it ends up (location) and what channels and television shows are watched. People in different locations and who watch different shows are clearly interested in certain things and not others. This chip will allow the television companies to determine what exactly each television in each household is interested in watching and hearing about.

Some sort of computer system will be created to organize users into categories. These categories will determine which commercials should be shown and which news stories should be told based on the user’s interests. The television stations will all be collaborating and the computerized system will make sure that each user only sees commercials that will pertain to them and will only be shown news stories that their location and television patterns show they might be interested in. Companies will be able to choose which characteristics/categories of people they would like to advertise to for each of their commercials.

Because companies will no longer be able to control how many times their commercial is shown, companies will begin to pay based on the specific number of times their commercial is shown on any television instead of buying airtime to begin with. This new form of broadcasting news and commercials will cater to peoples’ specific interests so that a woman doesn’t have to watch so many cologne commercials:

and a man doesn’t have to watch so many tampon commercials:

It will not only help the average citizen watching television so that they are not watching irrelevant ads, but also the companies that are paying for airtime because they can be reassured that the information being given out is going to the correct audience. In the future, they can feel reassured that the ones receiving their messages are the ones who truly want to hear it and will pay attention instead of changing the channel.


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