Comments on: Authentication: More Ads You Can’t Skip Through

By: In 2010, Expect TV Everywhere, a Boxee Bust, and OTT Video

In 2010, Expect TV Everywhere, a Boxee Bust, and OTT Video — Mon, 07 Dec 2009 22:31:47 +0000

[...] TV Everywhere will work, but it won’t be a true on-demand experience. Comcast’s stupidly named Xfinity will be a hit with consumers, delivering more premium content online than ever before. However, that joy will be short-lived as greed takes over and the cable company raises rates (while not officially putting a price tag on the authentication service), and networks hobble it with restrictive content windows and an overload of ads you can’t skip through. [...]

By: VPNLive.Info - ‘TV Everywhere’ Comes Complete With Unskippable Ads – One step forward, two steps backward…

Sun, 19 Jul 2009 14:35:09 +0000

[...] play that simply forces their offline business model online — ignoring market evolution. Now NewTeeVee indicates that advertising for the new system will be just like regular cable TV advertising [...]

By: Cable Walled Garden TV Plans To Include Too Many Ads | DodaPedia

Cable Walled Garden TV Plans To Include Too Many Ads | DodaPedia — Sun, 19 Jul 2009 05:58:20 +0000

[...] coming out claiming that when the shows are put online for this “TV Everywhere” program they’ll include the full slate of ads seen during the regular TV version. Studies have shown that this is a bad, bad idea. Having so many commercials — especially on [...]

By: Wizeguy

Wizeguy — Fri, 17 Jul 2009 20:38:20 +0000

This isn’t the greatest thing since sliced bread as all the press has been telling you. These shows will be day old video of programs already broadcast and have the “Power Ads” inserted into the content. There is no way you are going to be able to watch IPTV without ads but do you want them doubled down. Live wireless as broadcast TV is coming to your computer from one website. It is a low cost alternitive to cable but with all the Cable channels (USA,A&E,TNT,etc) and standard networks also.

Being BETA tested right now (only 4 channlels) but the public launch will be 50 to 100 with,VOD,PiP,Tweet, & more.

http://www.zapmytv.com

By: Mike

Mike — Fri, 17 Jul 2009 14:53:08 +0000

Oh Chris, you got told.

By: Brad

Brad — Fri, 17 Jul 2009 01:45:13 +0000

They need to find new metrics, maybe similar to what Hulu is doing. And they need to avoid falling into the trap of interruptive advertising. Ads need to come to the audience when the audience wants them -- it makes them more tolerable, more on target and more effective. They also need to differentiate their content; some should be given away free to gather the audience, while other more premium content might be able to win subscription revenue. Possibly in addition to the cable fees, maybe not. They have to build an understanding of niche and not be devoted to the mass; when they focus on mass appeal for traditional advertisers they're driving away as many, though probably more, valuable viewers. Basically they're not even seeing a market that just doesn't fit the way they're modeling their business. An unfortunate short term vision built on myopic assumptions.

Stuffing content with ads weakens the content and makes it less compelling. It's easier for the audience to abandon it when it's cut to pieces and barely a shred of a story remains. Build a loyal devoted audience with skillful storytelling and then you're on to something beyond cheap content that's really just ad filler.

By: Chris Albrecht

Chris Albrecht — Thu, 16 Jul 2009 21:55:12 +0000

What do you think they should do instead, Brad?

By: Brad

Brad — Thu, 16 Jul 2009 20:46:38 +0000

Flat out dumb and an indication that they believe the old model still works. Media companies continue to be devoted to serving up a product that appeals to advertisers and completely forgetting that their product is worthless without an audience. Increasing ad minutes or ad breaks destroys the content by eliminating the need to follow the story. Without valuing the content and the entertainment value they will fail to attract the audience they think they're losing.

By: TV Everywhere Scheme Includes Ads Everywhere, Too | mymediamusings

TV Everywhere Scheme Includes Ads Everywhere, Too | mymediamusings — Thu, 16 Jul 2009 17:52:30 +0000

[...] Now comes word that TV Everywhere will also include ads everywhere: The Wall Street Journal follows up this morning with a story about how shows from OnDemand Online participant Turner, including My Boys and The Closer, will both carry their full load of ads from traditional TV, which is more than four times as many ads than the typical ad load on many sites. And as a bonus (for advertisers), the ads can’t be skipped. LINK [...]