July 31, 2005

Turning to the Web For TV [9:28 pm]

And turning the Web into TV? More People Turn to the Web to Watch TV

It looks like that future may well be by way of the computer, as big media and Internet companies develop new Web-based video programming and advertising that is truly under the command of the viewer. As Americans grow more comfortable watching programs online, Internet programming is beginning to combine the interactivity and immediacy of the Web with the alluring engagement of television.

[...] For all of them, and many more media and Internet companies, investing in new Internet video programming is a way to cash in on the demands of advertisers who want to put their commercials on computer screens, where new viewers are watching. And on many Web sites, viewers can’t skip the video commercials, the way they can when using TiVo and other video recorders.

[...] An Internet commercial typically costs about $15 to $20 for each 1,000 viewers, nearly as much as broadcast networks charge. The price is high because there is more demand from advertisers than there is Internet video programming available. Broadband Enterprises estimates about $200 million will be spent on Internet video this year, up from $75 million last year. That pales in comparison to the $65 billion or so spent on broadcast and cable television advertising, but it is growing faster.

While much of the development of Internet video is now being driven by advertising, there is a growing crop of pay-per-view and subscription video services.

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