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The Migration Escalates
-Andrew Grossman
April 7, 2009
A deal was concluded last week
between Google, the owner of YouTube, and Walt Disney, which owns ABC and ESPN.
This deal marks another
step forward in the competition between broadcast media to attract the most
viewers to their online content, and thus eventually to draw sufficient
ad revenue to offset the lost revenue of tv ad dollars. Here is the deal:
Walt Disney agreed to allow short videos of sports highlights and clips
from ABC shows and ESPN to be made accessible for download on YouTube. In
return, Google agreed to share revenue derived from ad purchases
during the YouTube broadcasts.
Yet another step forward in the
evolution of content delivery moving from tv to the internet. What does it mean?
1. Other networks who provide
online content, such as CBS on CBS.com (they offer two minute to six minute
clips of popular shows such as CSI:
Miami, CSI: New York, The Mentalist and Survivor), Hulu.com, owned by Fox,
TVland.com (owned by Viacom International), now are
forced yet again to up the ante of their free content offerings or face a
strategic loss in the race for future ad dollars.
2. Another concession by
Walt Disney to the revolution: the crumbling of the wall between internet
broadcast and tv broadcast.
3. In the 'can you
top this' competition between networks, we are coming closer to the inevitable:
the availability of full CURRENT episodes of
all tv shows and the availability of JUST RELEASED TO THE THEATRE movies for
internet broadcast.
4. The rapid switch
of Walt Disney's production to 3-D movies such as 'Monsters and Aliens'. Quite
soon 3-D will be one of the few value
added characteristics of theatre released movies. That is, until online media
companies figure out how to broadcast 3-D movies on computer monitors.
As the character in 'No Country for Old Men' said: What's coming is
coming. It ain't all waiting on you.
Category: TV/Internet,
YouTube
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