TV Everywhere - As Long As You Pay for It

 On March 2, 2009, AD AGE reports that  . . . "Time Warner's Bewkes Plots Industry Initiative to Eradicate Free Content"

http://adage.com/mediaworks/article?article_id=134961 (requires payment)

The article discusses the current controversy related to video programming currently only available via cable operator subscribers.  The real issue is that the ISPs (which are often calbe operators) are not sharing internet access subscription revenues with the video content providers.  

But the appearance to the consumer is that they are the one being penalized.  They are already paying the ISP provider to give them access to the internet.  It is not the consumer's fault that the traditional media brands have not been able to get a piece of that revenue from the ISPs. 

One solution is Bewkes's "universal" solution in which the content owners unite against the ISPs.

Another solution is to develop a premium tier of content that consumers value enough to pay for.   The challenge is how to market content rather than access. 

I don't blame Time Warner.  Further, I don't understand why they aren't treating their print content the same way. 

Here's my comment:

Check out the video offering on espn360.  They are already implementing the Time Warner strategy.   

The objective is right. 

As Jeff knows, it took a long time for HBO to establish its value.  Once consumers got it, the upside is exponential.

A consumer-oriented product development and marketing solution will accelerate success.  We've been experimenting and learned a lot.

 

katherine@comradity.com