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Beyond Movies: Television On Demand....
Dan Greenblatt, former EVP and GSM for Warner Bros. & Telepictures Domestic Television, presented one of the most original ideas for creating new sources of on-demand content. First, he explained one of the challenges of obtaining rights for on-demand television content - specifically, the producers are concerned that on-demand may devalue their content in the syndication market.
The model Greenblatt put forward would be one in which producers would essentially create an "enhanced version" of a popular program that would only be available on an on-demand basis. He suggested that cable operators might be willing to invest upfront to cover the marginal costs of producing the extra footage in order to get a piece of the back-end VOD revenues. He also suggested there could be new advertising models that this approach could enable.
One way to potentially give customers a sense of urgency in an environment where content is available on an on-demand basis is to do something that Jeff Binder, CEO of Broadbus Technologies, described as "windowing." This concept would take a broadcast show and, instead of putting it on a server for a week, would make it available during a certain window of time during the day of its broadcasat [say from 7 to 10 PM on Thursday]. Again, this approach pushes the customer to make a decision to watch now, versus waiting which is what they might do if they know that a particular piece of content will always be on the server.
Broadband TV [sometimes referred to as IPTV or StreamingTV] got a big boost with Sony's announcement of their SoapCity.com service. Mary Coller, Sr. Vice President, SoapCity.com, Sony Pictures Digital Network explained that this is a service that will deliver repurposed soap operas to the PC. They have all sorts of plans to brand this content and create different themes based on their content library, which has decades of material. Kind of a MovieLink for soap operas, Sony sees this service migrating to the television using various platforms, such as game players, media centers and set-tops. They are open to whatever technology is economically and technically viable.
Jamie McCabe, Sr. Vice President, Worldwide Pay Per View & Video on Demand, 20th Century Fox Television indicated that the results he has seen from early tests on IP video in Britain indicate that consumers prefer subscription models for on-demand content. Further, the television is still the preferred platform for viewing video. In five years, he suggested that there will be more outlets for content and more chances for it to be "discovered".
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