Here’s something I was thinking about the other day – by now, networks and independent producers have to be keenly aware that people are increasingly watching their content online. If they’re not, someone please let them know that it’s almost 2010, and they can join us back in reality now. Yet, aside from day old episodes of TV shows that avid viewers could’ve DVR’d anyway (provided they have a DVR), or movies on Hulu, I don’t see too many content providers real time streaming their programs over the internet.
Unfortunately, as an industry outsider, I can only speculate as to why…
Perhaps it’s because networks are concerned about their relationships with cable and satellite companies. As with most industries, it’s all about “the Benjamins.” These companies pay for the ability to rebroadcast network streams to their subscribers. But I’m not sure that’s the case, because those companies also have the ability to rebroadcast network streams using a compulsory license, at a set rate (some may negotiate directly with the networks, but they don’t have to).
So maybe it’s the necessary technology investment. But that can’t really be it, because tons of people are out there streaming content illegally on Justin.tv and Ustream.tv right out of their living rooms (not that I’d know anything about that…). If they can do it, certainly the networks who are flush with funds can too.
Whatever the reason, I feel like these guys are leaving a whole lot on the table.
For example, let’s talk about something near and dear to my heart – football. I’m a die hard Steeler fan. So much so that I’ve written a blog about the team for the past three plus years, and haven’t missed a game in at least five years. But I live here in NY, and unless the Steelers are on national TV, I’ve got about as good of a chance of seeing them [at home] as I do of seeing a dog walk on its hind legs. Now, I could go to a bar to watch, but why would any self-respecting 28 year-old do that? No, seriously though, I don’t always have the scratch to be parking myself on a bar stool for three hours every Sunday (or ordering DirecTV’s NFL Sunday Ticket, for that matter). But if the NFL licensed, or simply provided streams of Steelers games over the web, all my problems would be solved (except for the fact that I’m still broker than Mike Tyson).
I’m not going to watch the Jets on CBS if that’s my local game, because I don’t care about the Jets. And as much as I am a “football fan,” I’m naturally more a Steeler fan. So let’s say they lose me as one local market New York viewer; they could gain me right back as an internet viewer. I get to see my game, and they get to factor my viewership into their advertising rates. Like with the Failblog, everybody wins.
There are some sites that will stream games for a price. And maybe these guys have a deal with the NFL. Not having any kind of inside source or information, I just can’t say. But even if they do, why couldn’t the NFL just offer live streams through either CBS or ABC’s websites? They do it for NBC’s Sunday Night Football, and through their own “Game Pass” service for international viewers, so why not do it for all games?
Of course, with local broadcasting, things can get a little murkier. So maybe this wasn’t the best example. But the point remains – why aren’t content providers leveraging the web to stream live TV? The audience is there, the technology is there, we’re all just waiting on the content.
“Feed” us, won’t you?
Anyways, I’ve just rambled at you for a good five or six paragraphs. So since you’ve made it this far, I’ll thank you with a few links to some of the latest goings on in the digital world, below. But if you do have any thoughts on the phenomenon of internet TV, feel free to let me have them in the comments. I’d love to hear your insight!!
Speaking of TV on the web, Apple and it’s promised “tablet” (apparently coming in March) are gathering some valuable network support [Gizmodo]
One truism to remember – where the web goes, hackers will follow [NY Times]
One of the 1st looks at Google’s forthcoming Nexus One phone [Engadget]
Turns out, when you’ve got a product that offers users a valuable service, they’re willing to pay a few bucks. Mind blowing stuff [PaidContent.org]
An iPhone app that diagnoses sleep disorders? Can anyone really discredit the “there’s an app for that” campaign at this point? [Gizmodo]
January 26, 2010 | Posted by Gordon Platt 
Categories: Digital Marketing, Digitally-Inspired Products, Internet Television, Online Journalism, Uncategorized | 
Tags: Comcast. M&A, Digital Media, Economy, Online Media, Online Publishing, Social Media, TV | 
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