As video games encroach on TV...

Just as Madison Avenue begins taking the emerging medium of video games seriously as an ad medium, big changes are taking place within the sector, according to studies released this week by two of the industry's biggest players. A white paper released by video game trade magazine GamePro indicates that console-based video games are approaching a classic "transitional" phase between older and new generations of gaming systems. During such periods, the paper says consumers have traditionally stalled purchases of new software in anticipation of the new game platforms.

Meanwhile, another big industry publisher, Ziff Davis Media, has results of the 2004 edition of an annual industry study showing that console-based games have overtake PC-based games for the first time ever, and that video games are beginning to become a serious rival for other traditional media, especially TV.

Read the article: www.mediapost.com