Grim statistics for cable TV providers are rolling in with quarterly numbers. Cable ditchers have created a continued down economy coupled with rapid technological change are not the cable company’s friend.

What are marketers to do with their audience scattering to the internet? Innovate. Get out in front of the change by creating content that can live where your customers are whether they’re on the couch using a cable box, watching Google TV in the family room, or kicking back on the train with an iPad. Your media strategy and content will have to adapt to the already changing landscape.