Monday, September 17, 2007
TiVo's Chance at Interactive TV
Within the last year the TV networks have gone from loathing to loving online distribution, but they are missing a big opportunity.Fans are used to watching behind the scenes footage, interviews, deleted scenes and bloopers on DVDs, and the same type of content is now available online. For example USA Networks' website features writer interviews for the Dead Zone and Psych-Out bloopers, and nearly every major show offers this type of content that fans love.
So why not make it downloadable to TiVos or other DVRs by clicking on the remote while the show is playing? People would be caught up in the fun of watching an episode to download it then rather than having to wait to go online later. The networks could work with their existing advertisers and access higher rates than their online advertising, which is still inconsistent.
The networks could get people to watch the commercials by embedding the signal to start the download within a commercial, forcing consumers to shy away from the fast forward button. The downloads could also be sponsored by and advertisers.
The networks have gotten it half right by building fan loyalty, and allowing people to watch enhanced content through their TVs will expand the visibility of their content and advertisers.
Posted By John Gartner at 10:48 AM
Permanent Link: TiVo's Chance at Interactive TV
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