It wasn't too long ago that ABC (DIS), like other networks, had decided to put their video online exclusively on their own website. It didn't take long for them and others to see it would never reach full potential with that as a business model.
Like the others, ABC is now building out its Web distribution network, expanding to a number of partner sites. In doing so, ABC is doing things differently than some of their competitors.
Zander Lurie, senior vp, strategy and development for CNET, a partner in both CBS’ Interactive Network and the joint venture between Fox and NBC called Hulu, describes one difference: “The big difference between our agreement with CBS and NBC is, for CBS it’s an import model, where we get paid for distributing their content. For the NBC-Fox deal, we also get paid for exporting our shows to them, where we get the majority of the revenue share."
Another thing they're doing differently is their core video player is part of the agreement with their partners, so all people viewing their videos will have the same experience. Other companies allow those providing the platform to determine what the core video player will be, which could be a difference experience than on their own site, or another partner.
This deals with the quality side of having a uniform customer experience. On the marketing side, there is still a ways to go before solutions are in place that satisfy concerns over what content their advertising will be showing up next to or in.
One thing there is no doubt of: we'll be seeing broadcast television shows all over the Internet this year.
ABC refuses to name potential partners, but we can be certain the same web portals and high destination social networking sites will be a major part of their strategy, as with all other major media companies.
Comment Preview