Cartoon/Nickelodeon Internet VOD: Sink or Swim?
3rd Oct 2006, 03:56 GMT
Cable networks are rushing to take advantage of the Internet boom via content streaming online. What this means is negligible for the average consumer today, but its impact may be far-reaching in the future. With traditional VOD currently something of a financial disappointmentmost of the viewing has been of free content or SVOD feeds of pay networksInternet VOD is playing out at a different angle, based on the deep audience measurement facilitated by the Internet's two-way communication network. The significant improvement in audience measurement has the potential to increase advertiser interest. But mirroring the traditional start-up cable network conundrum, when a new service is looking to capture ad dollars, advertisers aren't eager to commit until it builds an attractive audience. Following the relative success of ABC's foray into Internet VOD, the top animated cable television networks (Nickelodeon and Cartoon Network, plus Cartoon's programming block Adult Swim) have made the push to stream clips and full episodes. Adult Swim is making the boldest foray into Internet VODas of 9/27/06 the network was streaming 786 clips, including 41 full episodes. Animated programming, targeting the lucrative young adult audience, may prove to be the perfect fit for Internet VOD. All three networks in the genre displayed some ads along with Internet VOD content, or showed signs of readiness to do so. With the business still in its infancy, only Nickelodeon's Internet VOD service serves 30-second spots. While Adult Swim does 30-second blocks in front of content, 20 seconds consist of self-promotion and only 10 seconds represent sponsored advertising. A more detailed analysis of the topic appears on our Economics of Cable TV Advertising site http://www.jupiterresearch.com/bin/item.pl/research:concept/1253/id=98011,pos=2/
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