At 11:18 AM -0500 12/2/04, Manfredi, Albert E wrote: >Exactly! Which is why Congress should consider >allowing fast forward in recording devices, even >if it decides to ban the outright skipping function. > >As a matter of fact, I would suggest that FF makes >the viewer pay *more* attention to the ad, because >he has to concentrate until the program begins >again. As opposed to just reading the paper during >the ads. And ads can be designed to work well when >watched in FF mode. I seriously doubt that any law passed by Congress that REQUIRES viewing content as it is presented (sequenced), could hold up to a court challenge. Outlawing FF and Rewind is not feasible. > > I find it interesting that the migration to DVD >> is now beginning to threaten the traditional >> distribution channel of advertiser supported TV >> programming. Millions of people are buying DVDs >> with complete series of TV programs, all without >> commercials. And the content owners are making >> even more money selling their content directly to >> consumers. > >This is simply a different business model. This is >more like Hollywood selling movies on DVD or VHS. No, it is simply another step in the evolution of the business model for distribution of content. I have often written about the TV food chain, as a kind of waterfall, where content moves from high profit PAID distribution to advertiser supported "free" distribution over time. Remember the good old days when the Networks captured HUGE ratings with the "World Television Premiere" of Hollywood movies? Now the networks rarely even show theatrical movies, and when they do, they have already been through the paid viewing window and packaged media release. Bottom line, the media conglomerates now take in better than $15 billion in packaged media sales, and additional millions (billions?) through the PPV/HBO/Starz/Showtime windows. Yesterday Bert was concerned about how content will be paid for if commercials become ineffective. I would suggest that they have been growing less and less effective for two decades, and that viewers have established an economic preference for direct payment for content when they want to be entertained WITHOUT interruptions. The move to direct release (on DVD) of episodic television is simply a "rerun" of what has already happened on theatrical features. This approach deals with ad skipping quite effectively, not to mention driving more revenue to the bottom line for the media conglomerates. > >I also find the concept interesting, but it >doesn't invalidate the broadcast TV model. I will >bet that those DVD sets would not sell nearly as >well if the content were not also being broadcast >and talked about by the office crowd. Besides, >only some shows are available on DVD. Broadcast TV is filled with old movies; and old TV programs. These programs do not capture the huge audiences of "The Golden Age of TV," but they do generate niche audiences that are profitable for broadcasters - especially independent broadcasters that do not have prime time programming from a network. In essence, advertiser supported TV is now at the bottom of the waterfall - i.e. next to last on the food chain. Last place is reserved for those tapes on the shelves, filled with old movies and sporting events that will never watch again. > >Ads are important. "Targeted ads" are only >slightly less likely to be zapped than other ads. >So a good answer is needed regardless. Advertisers will always find a way to put messages in front of us. Consumers will continue to find ways to avoid ads that they do not want. Opting INTO ads is a VERY different approach. In essence, you are agreeing to view an advertiser message in return for the advertiser to spend a bit more to pay for your content. I like to think of this as a marketplace where advertisers BID for your attention. The viewer will be able to review these bids and choose what is of interest, and equally important, choose the best deals in terms of what they receive in return for opting in. Regards Craig ---------------------------------------------------------------------- You can UNSUBSCRIBE from the OpenDTV list in two ways: - Using the UNSUBSCRIBE command in your user configuration settings at FreeLists.org - By sending a message to: opendtv-request@xxxxxxxxxxxxx with the word unsubscribe in the subject line.