In late summer 2002, cable systems operator Cox had launched FreeZone, the first advertiser-supplied long-form video-on-demand destination. The market was San Diego. Shortly thereafter, the Turner
gang brought the first repurposed ad-supported VOD channel, CNN VOD, to market. MSO's Comcast and Time Warner provided distribution in a smattering of markets. At first the press wrote about the
"promise of," the empowerment of the people, the death of linear viewing, and the defunctness of current TV advertising models. Kind of a pro-consumer universe -- unencumbered by
advertising. Ya know, the 3Cs: control, choice and convenience, with the biggest "c" of them all in the epicenter, the consumer. If I remember correctly, this was the second wave of terror
foisted upon the unsuspecting analog (TV) ad community -- the first, a few years earlier (1999) with the introduction of the "enfants most terribles," the personal video recorder, in the
guise of TiVo and RePlay.
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Then the oversaturation of VOD articles commenced. Since the operators and advertisers rarely shared information about their experiments or insights into viewing
behavior, the articles focused on deployment. One or a couple of markets at a time. One or a gaggle of repurposed linear cable network extensions peppered with the occasional advertiser foray into the
long form VOD arena. Research firm Rentrak made best efforts to inform the media community of audience usage -- and would chime in occasionally with a figure or two about consumption -- but was
ultimately hamstrung by the cablers (operators and networks), who gate-kept the data and restricted its free flow. Eventually coverage of VOD by the press was eclipsed by more pressing subject matter,
such as broadband video (user-generated, now professional), mobile video and presently, the flavor of the season, high definition TV channels.
So here we go again. The trades are
littered with all kinds of high definition TV channel deployment announcements:
"Charter expects to double HD lineup from 20 to 40 channels in 2008."
"Cox Cable
typically have local networks in HD along with a total of 20 popular channels."
"Cablevision offers its customers 42 channels of HD."
"DirecTV has been
promising 100 channels (of HD) by the end of the year."
"Verizon, which operates telco TV service FiOs, has struck back... and promises 150 channels in the pristine format by the
end of 2008 and 60 by next spring."
Maybe this time the press can get the players to cough up info on high-def viewing behavior, sneak us results from pod structure modification
that augments viewing retention, pilfer data relating to viewing behavior alterations from households that have migrated from analog to digital to high definition, share whimsical anecdotes about
people who invested in HD sets only to find out that their cable, satellite and telco provider doesn't offer HD channels in their community or why their HD DVRs seem to be recording fewer shows
than their analog predecessor. Ya know, the stuff that is relevant to our business and the expenditure of advertising dollars.
Oh, by the way, according to Broadcasting &
Cable there are a total of 68 national HD cable networks, including premium services, launched so far. DirecTV boasts of 70+ including regional services and East/West coast feeds, and
Verizon promises 60+ by next spring:
Animal Planet HD | HBO HD | Sci Fi Channel HD |
Animania HD | HDNet | Showtime HD |
A&E Networks HD | HDNet Movies | Smithsonian Channel HD |
Big Ten
Networks HD | HD News | Speed Network HD |
Bravo Network HD | HD Theater | Spice HD |
Cartoon Network HD | History Channel HD | Spike TV HD |
Cinemax HD | HGTV HD | Starz HD Feeds |
CMT HD | Kung Fu HD | TBS HD |
CNBC HD+ | Lifetime Movie Network HD | TeamHD (InDemand) |
CNN HD | MGM HD | TLC HD |
Discovery HD | MHD | TMC HD |
Equator HD | Mojo | TNT HD |
ESPN HD | Monsters HD | Treasure HD |
ESPN2 | Nat Geo Channel HD | Universal HD |
Family Room HD | NBA TV | USA Network HD |
Film Fest HD | NFL Network HD | Ultra HD |
Food Network HD | NHL Network HD | Versus HD/ Golf HD |
Fox Business Network HD | Nick HD | VH1 HD |
Fuel TV HD | Outdoor Channel 2 HD | Wealth TV HD |
FX HD | Playboy HD | Weather Channel HD |
Gallery HD | Rave HD | World Cinema HD |
GameHD (InDemand) | Rush HD | World Sport HD |
Game Play HD | Science Channel HD | |
Source: CTAM, Broadcasting & Cable