...Defining television as video content you watch in one specific environment or using one particular method (while online video content is some unknowable “other”) creates a line of demarcation that gets hazy when you consider a show like Arrested Development, which jumped between the two relatively intact. As author Warren Ellis recently wrote, “I think it’s worth admitting, now, that ‘television’ has become one of those legacy words, like ‘phone,’ that we use to point at a thing, without really fully describing it. It certainly doesn’t mean what it used to.”
“We don’t actually believe there is such a thing as digital video. It’s all just TV,” said Jon Heller, co-founder and co-CEO of FreeWheel, which works with companies to monetize content within the new media space. “No one buys kitchen television, in terms of advertising, the same way that they don’t buy living room television or bedroom television. It is all just TV.” The difference, he says, is that the audience now has more choices about when and where they watch, and the television industry needs to figure out how to deal with that diffusion.