• by David Goetzl  @dgoetzl, February 28, 2012

Time Warner CEO Jeff Bewkes said the company is going with a bottom-up approach to building revenues for TV Everywhere. Time Warner could wait to hammer out deals with operators to collect extra dollars for multiplatform distribution for TNT and CNN, but Bewkes indicated that the company has allowed operators to go ahead. It's hoping consumers will appreciate it so much that handsome rights fees will follow.

“We have not waited to have our affiliate agreements expire and roll over in order to make authenticated powerful versions of our networks available to consumers,” Bewkes said Tuesday at an investor event. “The best way to get paid for TV Everywhere is to offer it to your viewers."

“They will become more attached and satisfied with your product and that increases the value of the product to the distributor and to the network … " He added that consumers should not be "the collateral damage as the programming and distribution industries dither over how to update their carriage deals.”

Bewkes thinks TV Everywhere could benefit from operators offering an improved consumer interface and the industry having better measurement methods leading to monetization.

“Nielsen needs to accelerate its efforts to measure this viewing on more than just the PC,” Bewkes said.

Overall, Time Warner, which also owns Time Inc. and a film studio, is becoming a TV company, with 80% of its profits coming from Turner, HBO and the Warner Bros. TV production unit.