Viacom is ready for Time Warner's "TV Everywhere" initiative to take flight. The initiative is designed to make all cable programming available online on an on-demand basis only to viewers who
have a subscription to a TV service, such as Comcast.
Viacom CEO Philippe Dauman says his company is "very open" to experimenting with models that would allow cable, satellite and telco
TV subscribers to view cable content online. "We think it has to be seamless to the consumer, and we're working [with the distributors] on the consumer and technology side," he says.
Viacom represents 20% of the ad-supported cable market in total viewers. It has been particularly aggressive in experimenting with ad-supported streaming of its full-length content, often to the
frustration of its cable distributors.
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