Dr. Strange-Cable Programmer-Love: or How I Learned to Stop Worrying, and Love the Big Programmers, Big Distributors, and Big Subscription TV Prices . . . While I Wait on Internet TV
Given last week's posts, one of the big attractions of the Cable Show was to hear how the big programmers viewed the upstart Internet content distributors. Therefore, I was especially intrigued by a panel presentation by big cable programmers cleverly titled, "Jumping Through (Hulu) Hoops: Programming for a New Video Paradigm". Every panelist seemed, in one sense or another, to regard the Internet as something to be either shunned, ignored, or to be indulged, but in limited amounts, and with great care. The primary concern with putting programming on line seemed to be jeopardizing the "dual" revenue stream that the large programmers get from subscriptions and advertising revenue. No one wanted to be "broadcasters" (not even the broadcasters--Fox and NBC)--in the sense of being reliant on advertising revenue alone.
The spectrum of opinions regarding the value of placing programming on the Internet seemed to go from the "more progressive" that saw some perceived value in either using the Internet to "monetize" (this was a word that was used a lot) non-first-run (i.e., repeat) programming, or in using the Internet to promote interest in new channels, or new shows on existing channels.
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