It seems that TV's loss next year will be online media's gain, if major clients like Unliver and Emirates do indeed act on their dissatisfaction with the fragmentation of TV in the region.

Apperantly, they plan to shift more advertising to online and in-store promotions. Finally, more action on the online front. However, it is a worrying development for a major sector like TV.

Although every year it is announced that 'this will be the year for online advertising', the true potential of this highly effective medium is yet to materialize in the Middle ast; as clients and agencies do not seem to completely grasp its power.

A report by Campaign Middle East, echoed by AMEInfo, suggest that "Both Emirates Airline and Unilever say TV no longer has the same impact on consumers".

Emirates is a pioneering, if not the top, online advertiser from the Middle East and it understand's the value of interactive media.

On the other hand, Emirates has been expanding its activities on on the sponsorship front- especially in sports- to which it seems to be diverting its budget away from advertising. TV and radio could be the first to suffer.

Unilever has always charted its own path in media strategy, taking its media planning in-house in a move that shook its advertising agency. This 'rebellion' against TV could be another chapter in Unilever's untraditional stance regarding the media market.

It should be interesting to see if other clients voice similar concerns, or follow suit. We'll be brining you all the reactions and, hopefully, some counter reactions form TV advocates here at mediaME.