Friday, April 22, 2005
Broadcasting & Cable: The Business of Television
Broadcasting & Cable: The Business of Television: "If the court agrees with the studios that Grokster and similar software does violate copyright, it will slow, but not stop, the movement toward new tech TV content sharing, says Wieser, and 'push P2P file trading further underground toward services that are literally and figuratively beyond the reach of the law,' says the report.
If the court agrees with Grokster, P2P could become a distribution mechanism to rival other broadband entrants, like Verizon's VCast wireless mobile network or online media portals like Yahoo, says Weiser.
Either way, he says, marketers need to start planning for the 'contextual' advertising--think product placement and integrated marketing--and direct response models, to reach the younger audience that will migrate to new tech TV.
As an example of how not making video content available online for fear of pirating is a losing strategy in the face of a growing desire for online access to TV, Weiser points to a report from UK P2P tracker Envisional that downloads of the UK's most-downloaded U.S. show, Fox's 24, went from an average of 35,000 for per episode in 2003-2004 to 95,000 for this season."
If the court agrees with Grokster, P2P could become a distribution mechanism to rival other broadband entrants, like Verizon's VCast wireless mobile network or online media portals like Yahoo, says Weiser.
Either way, he says, marketers need to start planning for the 'contextual' advertising--think product placement and integrated marketing--and direct response models, to reach the younger audience that will migrate to new tech TV.
As an example of how not making video content available online for fear of pirating is a losing strategy in the face of a growing desire for online access to TV, Weiser points to a report from UK P2P tracker Envisional that downloads of the UK's most-downloaded U.S. show, Fox's 24, went from an average of 35,000 for per episode in 2003-2004 to 95,000 for this season."
