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Microsoft wants to be at forefront of online TV revolution  Ashley Highfield has indicated that Microsoft want to be at the forefront of the online digital TV revolution.
Microsoft has suggested that it wants to be a major player in the online TV market.
Speaking at the IAB Engage Conference, managing director and vice president of consumer and online at Microsoft Ashley Highfield said that demand is beginning to outstrip budgets.
"TV has to change, it may be TV channels that change. But programmes have monitisable and Microsoft wants to be a major player in TV," he said.
When questioned about the possibility of television being sidelined for online content, Mr Highfield said that "everyone" was "familiar with the fact you can access old content online" and that is what is driving demand.
He added that he believed content would enter a "new golden age" and there will be an increase in people "watching programmes as part of a media mix".
Also at the event was chief executive of the government's Central Office of Information Mark Lund, who indicated that digital is "at the heart of behaviour change".
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