TV Goes Online - Explores Revenue Models
Looking to tap new revenue through online ads, attract new viewers and keep loyal fans, broadcast networks are making bigger, riskier bets on Internet delivery of their shows. The latest to put up an entire premier episode was CBS for their series debut of Big Bang Theory last fall according to this article.
The show, about two geeky physicists and their beautiful female neighbor, got 90,000 views on CBS.com and other Web sites over a week. While this was piddly compared to the 9.5 million for the Sept. 24 on-air premiere, the writing on the wall is clear.
Networks now charge more per thousand viewers online than they do over the airwaves, where the average for a primetime show is about $25. Analysts put the online rate anywhere from $35 to $50 per thousand, though there are millions more potential traditional TV viewers. Not surprising given the control that the Internet offers in terms of targeting, and the interactivity that the medium provides.
Technology companies too are working to style ads that will be more interactive, leading to higher sales — such as making products that appear in shows clickable — or targeting viewers based on what kinds of content they have seen recently.
Different channels are trying different models to reach viewers - some for instance are looking at a widespread distribution channel such as YouTube, Hulu, etc. trying t o reach viewers wherever they may be, while others stream the shows only from their own site.
Whichever model prevails, the future is clear - CBS continued the trend with two other shows, Dexter in February and The Tudors, in March.
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Filed under: Ideas & Innovations, Trends