Everyone loves hyperbole…or at least extreme positions and tales of gloom and doom: The sky is falling, and the world is coming to an end.

This week, we’re publishing a report called The High Water Mark for Interactive Cable. We’ll also be discussing this report and its findings in a webinar tomorrow.

It’s a far cry from Chicken Little, and we’re definitely not going to say that internet video is going to take over television. Given the negative margins to date, there are many questions that need answers such as business models, distribution and revenues.

And even as internet video taps into the flow of linear television advertising dollars, these are neither the ad budgets nor the types of television that we’re talking about.

Herein lies the difference: when we talk about targeted, digitally-inserted advertising, that’s Below-the-line (BTL) measured performance marketing. But when we talk about large audiences and linear schedules, that’s Above-the-line (ATL) advertising. Apples and oranges.

Meanwhile, there’s linear television, on-demand programming, and interactive video. These are very different things.

So when we say that this is the “high-water mark” for interactive cable, that doesn’t mean that we’re all in behind internet video as the future of television. Tune in tomorrow to learn more.