What It Really Means To Watch TV Online

Air Date: Thursday, June 26, 2008

Cost: $250

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Presented By:

Who should attend: eBusiness & Channel Strategy professionals

Description:

The days of thinking of online video as mostly a YouTube phenomenon are officially over. Instead, the Internet-connected PC has become another TV set in people's lives, one that fulfills the same needs as the still-beloved living room TV set — only this screen is more convenient and more compatible with consumers' lives. Now that people know they can satisfy TV urges with the help of the Internet, they are increasingly looking for ways to get that same convenience on the TV, either through improved VOD or by hooking up a PC to the TV. To squeeze more and more ad dollars out of the experience without triggering a backlash among fans, online video product managers at the TV networks should spend the 2007-2008 season experimenting.

Agenda:

• The data is in: People use the PC like a TV.
• Happy to oblige, TV networks have committed to online TV in a big way.
• Advertisers support online TV viewing with millions of ad dollars.
• The TV viewer experience is forever changed by unparalleled convenience.
• The net will upstage the DVR.
• VOD will get jealous.
• Consumers may feel forced to take matters into their own hands.
• In a permanently altered landscape, TV networks need to innovate further.
• Online TV is hot — but that doesn't mean all TV will be.

Vendors mentioned: Adobe, Apple, Azureus, Hulu.com, Jittr Networks, Miro, Move Networks, SanDisk, VeohTV, and ZeeVee.

Related Research:

Paid Video Downloads Give Way To Ad Models

by James L. McQuivey, Ph.D., May 11, 2007

Advertisers See A TV+Web Future

by James L. McQuivey, Ph.D., April 04, 2008

US Interactive Marketing Forecast, 2007 To 2012

by Shar VanBoskirk, October 10, 2007

Top Consumer Technology Predictions For 2008

by Charles S. Golvin, December 27, 2007

Technical requirements:

An Internet connection and a one-time download of the WebEx™ Player are required.