Working New Distribution Methods

Screening shows on other people’s sitespdf

Fox Television Stations Inc. is signing up new affiliates for its news programs: bloggers.

The News Corp. group, which owns 35 TV stations across the country, struck a deal last week with Internet company Critical Mention Inc. to push video segments from its local news shows to blogs and other enthusiast websites.

[…] “The hallmarks of traditional media have been limited distribution and an emphasis on driving an audience to their own properties,” said Will Richmond, president of Broadband Directions, an Internet media consultancy. “Online syndication takes advantage of what the Internet does best — distribute traffic to millions of points. You’re talking about an unlimited number of distributors.”

[…] Traditional media companies are treading cautiously. Many are wary of giving up control of their properties to bloggers. Others don’t have the legal right to syndicate because of contracts that didn’t foresee such relationships. Additionally, systems aren’t fully formed for measuring video viewership across many sites, making it harder to sell the concept to advertisers.

“It may be a departure from what they’ve traditionally known,” said Carolyn Creekmore, senior director of media analytics with Nielsen/NetRatings. “On the other hand, the [Internet] space as a whole is getting a bit more comfortable.”