Steve Ronson, EVP at A&E, says getting premium TV content to the Web sans the “millions of dollars worth of TV ads” is a “troubling issue.”
Yep.
Two things are interesting about this. First, it’s an acknowledgement that this is happening and it has to happen: TV is going to the Web (in its many forms) because that’s where people want it. The networks have been downplaying the strength of this trend, but they’re going to have to embrace it.
Second, the way to figure out the new value exchange between producer and viewer is not to start with the notion that you have to maintain the same amount of revenue from advertisers. It might be 50 percent less or the single stream might separate into three or four seemingly unrelated streams.
But you can’t worry about that right away or it’ll be like working with your hands tied behind your back. It’s a startup - in an environment with a lot of unknown and fuzzy rules.
The trick is going to be making a commitment to doing it right. Then, hey, maybe you make 2x or 10.
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