NYT: As TV Moves to the Web, Marketers Follow (new all-video Web site)

[DeepModem Mom]

As TV Moves to the Web, Marketers Follow
By NAT IVES
Published: May 27, 2005


TELEVISION programmers are looking to make the Web a lot more like TV.

On Tuesday, the emerging-media group at Scripps Networks, part of the E. W. Scripps Company, plans to introduce an all-video Web site that will use programming from its Food Network, Fine Living, HGTV and DIY Network brands, as well as new clips.

A major advertiser in Scripps offline media, General Motors' GMC division, has paid for a video showroom on the site and a presence throughout it.

Others are likely to follow, as advertisers show a growing interest in the approach. "One of the biggest drivers for online advertising the first time was Web sites advertising on other Web sites," said Peter Petrusky, director for advisory services at PricewaterhouseCoopers. "This time it's being buoyed by the offline brand builders like Coke, Honda, Nike, Visa and Nestlé."

Alexia S. Quadrani, a senior managing director at Bear Stearns who follows the publishing and advertising industries, predicted more traditional publishers would follow the lead of Scripps. "You are seeing a lot more content go online because there is a demand for it," she said....


http://www.nytimes.com/2005/05/27/business/media/27adco.html

[trogdor]

1. A couple of questions.

1. How will the picture look in full-screen mode?
2. If we're talking DVD-quality, how do they plan to deal with the bandwidth issue.
3. Will it be free, like network TV, or will you have to pay for a subscription? The number of these subscriptions I am willing to pay for is severely limited.
4. Will I be able to pause, rewind, etc., like one can do on a Tivo box?
5. How to they intend to deal with the problem of people capturing the output for rebroadcast, sans commercials?