• by Mitch Oscar , Op-Ed Contributor, July 21, 2009

There has been a plethora of press these last couple of weeks heralding the arrival of each new TV network that proudly joined Comcast/Time Warner's TV Everywhere initiative -- much like the names of prized athletes trumpeted over crackling loud speakers as they enter their hometown field to the thunderous applause of the franchisees, stadium owners and concessionaires.

To date, the following players have contracted to make available some of their heavy hitters for the video destination:

Ad-supported	A&E, AMC, BBC America, Cartoon, DIY Network, E! Entertainment, FEARnet, Fine Living, Food Network, G4, Hallmark, HGTV, History, IFC, Style, TBS, TNT, WEtv
advertisement advertisement Broadband Sites	Comcast.net sites, Fancast, TNT.tv (TBD), TBS.com (TBD)
Broadcast Networks	CBS
Premium Channels	Cinemax, HBO, MGM Impact, Starz, Sundance Channel
Theatricals	Time Warner (TBD)

The TV Everywhere initiative sprang from Time Warner head Jeff Bewkes in early spring and has melded with -- but remained distinct, perhaps in nomenclature only -- from Comcast's On Demand Online plan. In essence, the two cablers and production entities have agreed to test a web authentication system that will allow cable TV subscribers to access programming online and via mobile phone for free that is televised on their cable system. A trial, which involves 5,000 Comcast subscribers nationwide, is planned for the near future.

From what I have been able to glean from public commentary and back roomed smoked conversations there are two possible rubs to the concept: only cable subscribers can have access to the service, which might limit numerical appeal for advertisers; and the rubbier: the belief that TV viewers will not tolerate the same linear TV commercial load when imbibing online or in the privacy of their personal computer. Case in every disclaimers point, Hulu.

Hulu, the present day broadband video destination gold standard in terms of design not revenue generation, which is ventured between NBCU, News Corp. and the recently arrived Disney, has achieved the number two ranking in record time, behind Google's YouTube, for most watched video overall, and the champion for scripted program online viewing. Its success: strong scripted programming fare, facebooked in design, clean, accessible, and intuitive with limited commercial load to five nonfast-forwardable commercial pods containing a singular announcement and overlaid ticker (commercial count declension) for each.

I would suggest that the operators counter the Hulu argument by sharing statistical analysis of one of their own endemically grown, but rarely articulated, success: Cox's MyPrimetime, a fledgling video on demand model that allows its customers the time shiftable opportunity to access top primetime series anytime on their TV sets, without incurring additional per view charges and/or DVR set top rentals and fees, within 24 hours after their linear network broadcast.

I became familiar with the services deliverables -- though never experienced -- when David Porter, Cox's VP Digital Innovations, presented to the 4A's Advanced Video Committee, of which I am a member. Months ago. Hadn't thought much about it until the recent TV Everywhere deluge in the press and the hesitant naysaying prognostications concerning commercial load. Immediate similarities came to mind: the program's fast forward functionality is disabled, often airing a full load of national commercials and therefore allowing views to be captured in Nielsen C+3 ratings which gives the programming networks an opportunity to expand viewership in a manner they can monetize. And the service offers a complement of popular programming from a variety of channels:

Ad-supported	A&E, ABC Family, AMC, Animal Planet, Bravo, Cartoon Network, Discovery, Disney, Disney XD, FX, IFC, Lifetime, Soapnet, SyFy, TBS, TLC, TNT, Travel Channel, USA, WE tv
Broadcast Networks	ABC, NBC

Also, as memory serves me well, there was directional data about audience retention and acceptance:

81% of the people surveyed about the service were pleased.

Many viewers were comfortable with the fast forwarding disablement.

A pre-launch study indicated that 26% of viewers were less likely to watch due to the disabling of fast forward; apres launch only 21% indicated an impediment.

On average 75% of a program was watched in one sitting.

When a program premiere was offered the telecast garnered an increase of the C3 rating by approximately 10%.

Of the viewers utilizing the service, 18% were dissatisfied with the offering; however, commercial load was the least cited reason.

So whether the TV viewing free service is TV Everywhere, TV Anytime, Start Over, Look Back or Top 20 it is a viewers' prime time -- commercials loaded and locked. My prime time.