Google Video Next Phase: Pay For Play

Last week, UPN and Google teamed up for on-demand streaming of Chris Rock’s new show, Everybody Hates Chris. UPN got extra press and an undisclosed number of additional viewers; Google got to attract attention to its new multi-platform Flash video player and show off what it can do for UPN and other nets. But don’t get used to no-charge, no-ads, no-interruption viewing of such shows from Google: the company isn’t being coy about a future based on pay for play. Google Video director Jennifer Feikin told USA Today: “Let’s say I missed an entire season of a TV show and now would like to catch up. There may be an opportunity for a TV producer to say, ‘Let’s put it on Google, and receive a payment in return.'” She told B&C: “It’s something interesting, and we continue to talk to content owners about how to work with advertising.”

This may be one of Google’s most difficult tasks yet. Instead of just taking the material and making it searchable, Google has to work with the networks which in turn have to work with everyone in the rights chain unless it’s network-produced. Even then, the network has to be sure delivering the material online won’t disrupt affiliate relationships or agreements. CBS Digital president Larry Kramer told B&C it took UPN months to get the permissions set for the Chris Rock show promo with Google.
Video is only getting bigger online, with sites large and small looking for ways to stand out. WWE drew a half-million views without promotion last month, then shifted two shows to online.
Meanwhile, no one is quite sure how this will pan out in terms of business models beyond the current boom in online advertising — and if they say they are, check your pocket.

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