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Message: [QUOTE="cuseinchina, post: 641822, member: 3079"] A timely piece this morning from Bloomberg illuminates the beginnings of this shift. ABC and Disney are going to stream archived and ALL LIVE CONTENT and is working with advertisers to develop metrics and systems that allow them to measure eyeballs and thus charge for advertising - eg something that goes beyond neilson. This is being 'sold' as something that allows viewers to access content via their mobile devices, and you will need to enter in a userid and password from your cable provider (like ESPN 3) to have access. But this content is coming directly from the content provider via the internet, it completely bypasses cable's video system. And of course while they sell it as an add on for watching remotely, it will obviously run on the internet enabled TVs. Smart TV's will penetrate 40% of the US market by the end of 2015 and by that time every 'replacement' set will be internet enabled. Once you get enough people watching via the stream from the network, if you are a popular content provider, WHY would you ever want to share your profits with a able operator who is providing a commodity service at a monopoly price point?? Especially when the way in which the cable co deliver content limits the extent to which you can monetize your content in other ways using new technologies. The answer is they won't, middle man gets cut out, cable is the dumb pipe. Disney is the best media company in the world, it is very good to have these guys working with the ACC on their network we should feel lucky and be excited for what is to come with all this. [FONT=arial][SIZE=1][B][I]By Christopher Palmeri and Andy Fixmer[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] May 9 (Bloomberg) -- Walt Disney Co.’s ABC network, staking[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] a claim to growth in online video ads, will brief advertisers[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] next week on a service giving viewers live shows on mobile[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] phones and tablets, people with knowledge of the plan said.[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] Watch ABC, a first-of-its-kind application from a[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] broadcaster, will stream live and archived shows to pay-TV[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] subscribers, said the people, who sought anonymity because the[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] plans aren’t public. It could be released near the new TV season[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] in September, they said.[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] With online video ad sales growing faster than network TV[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] revenue, Disney and other programmers such as News Corp.’s Fox[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] are developing ways to let audiences watch away from home on[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] smartphones and products such as Apple Inc.’s iPad. The move[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] pits entertainment companies against Google Inc.’s YouTube and[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] Facebook Inc. for an ad market that Morgan Stanley predicts will[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] grow 18 percent to $2.73 billion this year.[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] “While the audience online is still small, it’s growing[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] fast and represents one of the biggest opportunities for the[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] media companies,” Ben Swinburne, a Morgan Stanley analyst in[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] New York, said in an interview.[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] As with Watch ESPN, the mobile TV service offered by[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] Burbank, California-based Disney’s sports channel, Watch ABC[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] represents a potential new revenue source. The network will[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] outline the product to advertisers in New York next week during[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] upfront sales presentations for the September 2013 TV season.[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] ‘Already Talking’[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] “We’re already talking as it relates to ABC and the[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] upfronts of selling packages to advertisers that go across all[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] media,” Disney Chief Executive Officer Robert Iger said May 7[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] on a conference call.[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] Disney fell 0.1 percent to $65.99 yesterday in New York.[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] The stock has advanced 33 percent this year, second most in the[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] Dow Jones Industrial Average, which is up 15 percent.[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] Broadcast networks will receive about $9.18 billion in[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] advance ad commitments, a 1.2 percent increase from a year ago,[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] Swinburne wrote in an April 25 report. Cable programmers will[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] get $10.7 billion, a 6 percent gain, he wrote.[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] All four major broadcast networks offer some programming on[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] computers, tablets and smartphones. Later this year, Fox plans[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] to release Fox Now, an app giving pay-TV viewers expanded on-[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] demand access to recent shows. News Corp. is releasing similar[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] apps for /X, Fox Sports and NatGeo, said Mike Hopkins,[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] president of distribution for Fox Networks Group.[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] Live streaming will come later, he said in an interview.[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] CBS Corp.’s TV network and Comcast Corp.’s NBC have[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] released ad-supported apps that don’t require viewers to have a[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] pay-TV subscription, like an earlier version of ABC’s product.[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] The apps offer access to some archived programs.[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] Local News[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] ABC’s step marks the biggest effort yet by a broadcaster to[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] capture the nation’s 101 million pay-TV subscribers while[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] they’re away from the living-room set and more apt to be posting[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] on Facebook or watching a YouTube video.[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] The network’s “Modern Family” and “Grey’s Anatomy” draw[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] viewers that advertisers want, unlike the user-generated, low-[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] budget clips on YouTube, Swinburne wrote.[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] “Much of the YouTube inventory is not attractive for[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] traditional brand advertising,” he wrote.[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] With the Watch ABC app, a cable subscriber will be able to[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] view programs on the road or in a room where there’s no TV, as[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] long as there’s a Web connection. The service can provide[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] travelers access to their local ABC station from anywhere.[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] By limiting the service to pay TV customers, it puts mobile[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] access behind a paywall and protects the fees that the network’s[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] eight owned stations and many affiliate broadcasters collect[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] from services like Comcast Corp. and DirecTV.[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] Live Feed[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] Last June, Disney released Watch Disney Channel, which lets[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] pay TV viewers with a mobile device see a live feed of the cable[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] network and archived shows. Disney Channel applications,[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] including ones for Disney XD and Disney Junior, have been[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] downloaded more than 13 million times, according to the company.[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] The existing ABC Player, introduced in 2010, has been downloaded[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] about 10 million times. Unlike the new product, it doesn’t offer[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] live TV or as extensive library access.[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] One challenge facing all of the programmers, cable and[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] broadcast, is measuring online audiences and demonstrating to[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] marketers that they are reaching the viewers they expect.[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] Currently the ratings distributor Nielsen only counts[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] online audiences for a show when it’s seen within three days of[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] its original airdate and only when the commercials are the same.[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] That excludes later viewing on digital video recorders, on[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] a TV network’s website or on Hulu.com, the ad-supported site[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] owned by Disney, News Corp. and Comcast’s NBC Universal.[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] In next week’s meetings with advertisers, Disney will[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] outline plans to use Nielsen’s online campaign ratings, a system[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] for counting Internet audiences, Swinburne said.[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] “The key is to get a measurement system in place that[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] allows us to monetize, because I’m convinced there’s a lot of[/I][/B][/SIZE][/FONT] [FONT=arial][SIZE=1][B][I] consumption going on there,” Iger said on the call.[/I][/B][/SIZE][/FONT] [/QUOTE]

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