In my dorm at school, we regrettably do not get cable television, so myself and my peers have become quite in tune to the online alternatives. Over the past year, we’ve seen the popularization of fancast, a website owned and operated by Comcast Corporation (Nasdaq: CMCSA), a cable television provider, which provides on demand content that seems to be supported by ads running at the beginning and at certain intervals throughout the show. I say “seems to be”, because there typically is only one ad, which probably gets repeated a total of three times throughout a given show (interestingly enough at the end of the show, which seems counter-intuitive because by the time I’ve reached that point I’ve already clicked on something else).
So hence the topic of today’s musing: will internet based programming become more profitable than cable? Since fancast is still in its beta, I’m guessing Comcast is still trying to see whether or not it will be profitable. This definitely seems to be the case, since the site mostly functions as an interactive tv-guide that suggests shows to watch on cable. Once again this seems counter-intuitive, because I don’t know a whole lot of people that sit in front of a computer while watching tv (maybe some of you out there can multi-task far better than I can, but with digital cable I don’t need to look online to see what’s on the tube tonight).
Although fancast to me seems to be the most popular medium (hulu offers its own website, but I find it to be a little shoddy since it’s primarily clips rather than full episodes), there definitely seems to be a few aspects that are holding it back as far as being a legitimate medium. When I’m at home, my family has Comcast as our cable provider, and their “Comcast On Demand” to me seems to be the direction that fancast should be heading in. One of the things I’m not terribly fond of with fancast is once you’ve finished watching an episode, there’s a bit of down time from when the episode finishes and you find the next one. Comcast On Demand fills this down time by providing a more or less continuous feed of a host talking about recent tv shows, movies, and other features available on On Demand. The hosts are fairly entertaining, and the content suggestions are actually fairly helpful, and you don’t feel like you’re being pumped full of advertisements while you’re watching it (I’m guessing there is some money involved, however, in capturing time on the mini-show).
Adultswim, Cartoon Network’s (part of Time Warner (NYSE: TWX)) after-hours adult cartoon program, has come up with an alternative solution to the dead-time, which is that it automatically starts playing another episode of a different show. Although sometimes it will pick content you’re not going to necessarily like, while it’s playing there’s a list of alternative content which usually does include something you’d like. Although this is a little easier for a program like Adultswim which doesn’t have as much content as a site like fancast would feature, it does bring up an interesting concept: grouping and tagging shows in to categories. Thus, if you were watching American Dad on fancast, it might suggest you watch The Simpsons or Family Guy, and include some episode suggestions. They have already implemented a similar approach, however it only has content from the same show, and it’s typically only clips.
Besides filling the dead zone and creating more of the seamless-experience that cable television can provide, one of the things I’ve been seeing happening more and more at my university is people hooking up LCD TV’s to their computers and laptops, and playing internet content in more of the traditional sit-on-a-couch-while-you-watch experience. The only challenge that I’ve been seeing is that the streams that these sites provide are not a high enough grade to really enjoy watching on an HD television. So my hypothesis would be that these sites would begin to include the option to watch the content in a higher quality format but have to watch more advertisements. For myself personally, I’m more than willing to sit through some additional advertising if I get to have a crisp, home theater quality experience.
I feel that online entertainment would also provide advertisers with much more varied oppertunities to pin-point on particular demographics, and the feed back of clicks to see whether or not their advertisements were working. Since they can simultaneously flash a website link along with a commerical, they could receive instant traffic rather than hope the viewer was intrigued enough in their product/service to visit the site later.
In addition to the opportunities available to advertisers, I think online television would be a more meritocratic format for content creators. Since everything is only a click away, small networks could have the exact same opportunities as large networks, and episodes of shows could essentially “go viral”, catipulting the creators and networks in to the spotlight.
Moreover, although I feel as though we’re still a ways away from this technology being at the point where people go online rather than to their cable provider for entertainment, I feel that it will eventually be far more succesful than traditional cable entertainment. I’ve got to say I’m personally very excited for it.
Questions? Comments? E-mail me at thesaneinvestor@yahoo.com
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© 2008 Andrew Jarmon
