Wednesday, February 15, 2006

Online Programming on the TV Screen

Points North Group, a media research firm, confirms that while 25% of Internet users are interested in watching downloaded TV shows and movies on their PCs, 38% -- 50% more -- are interested in watching that video on their TVs.

Over the past month, America Online, Yahoo, and ESPN.com, among others, have announced partnerships with chip maker Intel to use its new Viiv technology platform, which allows users to consume Internet content--including AOL's--over their TV screens.

Broadcasting networks, cable programmers and other content providers are joining with computer industry players, including Apple, Google and AOL, to make replays of programming available for download through the internet, with commercial-free primetime hits priced at US$1.99 each.

But they don't want to pay for it. But they want the free lunch.

But then we all know there is no free lunch.

My guess is that the appetite for fee-based programming will hit a wall when we all get tired of those charges hitting our credit card.

But from a marketing point of view, the bright spot is that as consumers begin requesting (opting-in) for content, we get a new insight into individual interests. Equipped with this knowledge, we can target our marketing messages with more and more precision -- no waste for us and less irritation from the target audience since we would be talking only with those prospects who have shown a real interest in what we offer.

We can direct it to them on the TV if that is where they want to connect ... or on their computers or in the mail or in the store. Again, relevant marketing will get better results no matter what medium we use.

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