(DEADLINE) — “The advertisers are getting fewer eyeballs and paying more for those eyeballs,” powerhouse Hollywood attorney and L.A. Film Czar Ken Ziffren said today of the state of TV and the vast and fast changes the industry is undergoing. “We’re in a situation where mobile will predominate,” he added at UCLA’s 40th annual Entertainment Symposium, where he was part of a joint keynote session with Anne Sweeney, the former Disney Media Networks co-chair and president of Disney/ABC Television Group.
Ziffren listed analysis that predicts a 19% decline in multi-channel market share in the next five years. “I do think we will have a far smarter way of reaching consumers,” Sweeney said on the issue. “Far more targeted advertising.”
“It is in transition and no one knows where it is going,” Ziffren said. “If either us knew, we wouldn’t be here,” he added to laughter.
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