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Now and then, a new innovation comes along that is life changing on a massive scale. One example is the automobile. Another is the printing press. The bedding-in time for these inventions has varied according to the next big thing that came along. As yet, no new idea has come along to rival the automobile. The printing pr

According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product

ess had several centuries as the only mass media outlet before broadcast media came along at start of the 20th century. Television, however is another matter altogether. Its precursor, radio, which started in earnest in the 1920s only had one generation to get established before television came along. However, television

; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.

Examples of combination products may in

as not a mass medium in the U.S. until the 1950s when receivers came down in price. Habitually watching television became a family pastime over the subsequent decade. From this point each new generation had no notion of what life was like without the box in the corner of the room.

From the 1960s advertisers saw televisio

lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.

as the highest platform for products that required mass coverage. The television industry grew from a novelty offshoot of radio into a multi-billion dollar enterprise where budgets for individual episodes of Dallas were rivalling those of Hollywood movies. Things have now changed. The internet started as a novelty in muc

here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe

the same way as television did when it began. Now, video is commonplace on the web and on hand-held devices. The mass end of media has fragmented to the point that there no longer a "mass" to market at.

We know that television has had to give up part of its audience to these new technologies, but is there more to it tha

d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.

Combination pro

n that? The internet and new digital video recording services (such as TiVo) have helped to break the habit of watching television shows at the same time each week. Families would traditionally gather round the television for their favourite sequence of shows. Perhaps Tuesday night was a favorite in one household and Thur

ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc

day in another household. Whichever way, television viewers were slaves to the schedules that were drawn up by the tv companies.

We are now beginning to get used to watching when we want to watch. For many of us, this means we are not as tied to the house as we used to be. We can even watch on our cell phones and laptops

easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi

while out and about, on a train or in the park, for example. We can gather our favourite shows together and stay in just once a week and catch up with them all in one hit.

I am not so sure that those that are no longer watching scheduled television have neatly transferred to other media. If it were possible to add up the

nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically

grand total of media consumers now and compare that with the grand total from ten years ago, I am sure there would less media consumers now than there were before. The loss of readership from print media, the loss of tv viewers and radio listeners that has happened over the last few of years are, I believe, not fully acco

and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ

unted for as consumers of new media. There has been leakage away from all types of media. For what it is worth, I am sure that many of those tv shows that have been stored for later viewing, many those podcasts that listeners have vowed to play and much of that music they planned to listen to will stay forever is s

ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi

orage or will be overwritten or will no longer be available. The difference, of course, between now and before, is that you needed to rush back home to catch this or that tv episode and if you missed it you may never have seen it again.

Now, you can always save it for another day. VHS recording has been an option for a f

ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.

Following aspects would a

w years but taping a show would require you to purchase tapes or to find space on an existing tape. All this trouble you had gone to would need to be rewarded and would probably result in you taking the trouble to watch the show. Nowadays, digital storage is cheap and easy. Often podcasts and digital video is held on so

dd to the challenges in developing combination products:

Which markets to tap where the combination products can do fairly well?
Which combination prod

eone else's server. The ease by which you can put off your listening or viewing somehow devalues the shows that you had earmarked. Also, the sheer volume of what is out there also has the effect of making any given piece of media that much less valuable. I am sure that the process of putting off the consuming of media has

cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin

resulted in less overall consumption. As we have been liberated by mobile devices away from our houses, we have discovered a social life that tv had previously eaten away from us.

What is an undeniable fact is that, just as radio and print media has had to get used to lower returns, so have tv companies in recent years.

tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen

Budgets for television productions have been slashed. Low budget reality shows or audience participation shows have come to the rescue, with their modest demands on budgets. There has still been a need, however, to slash budgets further and surely this must have had an effect on the quality of the finished product. Now, I

t?

As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel

know a slippery slope when I see one. Less viewers = lower budgets = poorer quality = less viewers. Is the golden age of television gone forever?

There may also be another factor at work here. It may just be the case that the novelty of television is finally wearing off. The first generation that fully embraced televisio

ping new procedures for reviewing their safety, efficacy and quality.

Professional from academic institutions, pharmaceutical industries, health care indust

gave birth to a new generation that knew nothing else and saw television as a way of life. Television was our main source of entertainment, news and arguably education. Its powerful budgets and massive audiences gave it access to the top stars and the most senior politicians. Whether deserved or not, it became an authori

y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products

tative voice in all aspects of society. Perhaps the new emerging media outlets have knocked television off of its pedestal. While it had a dominant position, television wielded disproportionate power over all of us. Perhaps new emerging media outlets are putting television back into context. Television is increasingly bei

.

As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de

g seen as just another media outlet and nothing of any special importance.

And what of the future? Radio managed to survive the onset of television by working to its strengths. It became agile and ever adaptable. Local radio managed to fill a gap that the large tv stations could not. As new technologies make tv productio

elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.

Companies that provide selfless information through particip

more mobile and less expensive, it is likely that there will be a proliferation of small niche mobile and fast moving telecasters and the old giants will see their empires being nibbled away.

Perhaps the golden age of television is past, but we are now at the dawn of a new age of media that is full of exciting potential

tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products

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