[opendtv] Broadcasters Focus on Challenge From Web

  • From: Monty Solomon <monty@xxxxxxxxxx>
  • To: undisclosed-recipient:;
  • Date: Sat, 22 Apr 2006 19:17:27 -0400

      Broadcasters Focus on Challenge From Web
      - Apr 22, 2006 06:28 PM (AP Online)

By GARY GENTILE AP Business Writer

LOS ANGELES (AP) -- Local television broadcasters, seeing their 
networks potentially bypassing them in the rush to offer shows and 
other content online, will meet this week to figure out how to hang 
onto viewers and dollars.

TV stations are already moving to provide their own video clips to 
Web sites hungry for content and insist they can use their strong 
relationships with local audiences to market network shows on their 
own sites in exchange for a share in the profits.

It's not entirely clear yet they can cash in on the growing shift of 
advertising dollars and eyeballs to the Internet, but local 
broadcasters have no choice but to try.

"The question is, do they partner with those new forms of content or 
those new providers? Or do they sit on their hands and become less 
and less relevant," said Jimmy Schaeffler, an analyst with The Carmel 
Group, a market research firm.

Those challenges will be discussed at the annual gathering of the 
National Association of Broadcasters, which begins Sunday in Las 

The show draws more than 100,000 TV and radio broadcasters from 130 
countries as well as TV networks and technology companies that 
provide everything from cameras to traffic helicopters.

Networks began selling hit TV shows like "Lost," "Survivor" and "Law 
and Order" on the Internet last year, generally for $1.99 per episode.

They are sold through network Web sites, Apple Computer Inc.'s iTunes 
store and other Web portals for downloading to computers and portable 
devices. Some of the deals were done without consulting local 
affiliates or a commitment to share profits with them, although 
networks have said those discussions are ongoing.

The local stations believe the networks may be making a mistake and 
overlooking the key advantages that affiliates have.


      - http://www.quote.com/home/news/story.asp?story=57855151

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