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Cable Operators Have to Keep up in an Age of Downloadable PROVIDER PERSPECTIVE Cable operators have to keep up in an age of downloadable programming By Bryan Rader ■ MediaWorks s consumer behavior starting to customers want to watch television in Paying close attention to CES trade change? Are we likely to see the the future? It just might, now that the show promises and public company viewing habits of our customers electronics available for use as a TV press-releases and news announce- Ibegin to shift over the next few years, and a computer are starting to blend. ments is a nice way to learn where as the subscriber begins to take more “everyone wants to go,” but not where control of the programming he wants TCL and Intel Viiv everyone is today. So we must be care- to watch? TCL Corp., the world’s largest ful not to get too carried away with The issue is certainly generating a lot manufacturer of television sets, is now the fear of losing our video business to of buzz and press releases among every developing a personal computer along Google, Yahoo or AOL. But we must industry participant in recent weeks, with Intel that looks, acts and operates also prepare for a “consumer behavior” including much interest at the Con- quite like a flat-panel TV. Under the change in the living rooms of our cus- sumer Electronics Show at the begin- brand name “Viiv,” Intel is working tomers. And this does appear to be a ning of the year. This trend is bringing with numerous TV makers to develop real, yet very early developing trend. many new companies into our space home media centers, once again blur- Our subscribers – especially our too. ring the lines between the living room apartment residents – are very likely and the home office/study. to be the “early adopters” who will try The Download Buzz Now our cable/broadband custom- downloading episodes of Desperate Consider the following. Google is ers are about to have an opportunity to Housewives, CSI, or NBA basketball now making episodes of CSI: Las Ve- buy a computer that is as much for en- games. Some of them may even be gas available through CBS for $1.99 tertainment as it is for Internet surfing. the first on the block one day to own a per episode. Google also is offering And at the same time, they will be able “TV-like computer.” such content as the Late Show with to download episodes of their favorite We should be preparing now for this David Letterman, King of Queens and shows on a per-download fee basis. possibility. My company has recently NBA basketball games. So where does this leave private cable been expanding its connectivity and NBC Universal has a download deal operators? We’re not the content guys, bandwidth to each site it serves. Cus- with DirecTV, and ABC announced a and we’re not the Web portals, and we tomers want more speed, and want similar offering, for Desperate House- aren’t the hardware folks. Where we their broadband connection for many wives episodes on Apple’s iPod. do we fit in? reasons. Even on-line retailer Amazon.com, Oh yes, we own the toll road, and we A “download” trend can only create which sells books, CDs, DVDs, and control the speed that you can travel more demand for more bandwidth. If other items, is getting into the pro- on the toll road, and we can make the we want to continue to own a success- gramming business. Amazon will be- trip on our tollway very convenient, ful toll road, we better keep the high- gin airing a new 30 minute show on user-friendly and customized for each way clear and safe, and increase the June 1 called Amazon Fishbowl with driver we have, therefore allowing each speed limit. What we don’t want to Bill Maher. Other web portals are ex- driver to download anything he wants, see is our customer begin to download perimenting with entertainment too, whenever he wants. without us. including Yahoo, which will stream This is a pretty good position to be in That’s not an episode I want to free episodes of CBS sitcoms, and at the moment. We know our custom- “download” in the future. BBP Google, which will sell downloads of ers well, and we know what they might classic TV shows. You can even order be interested in downloading. And “Welcome Back Kotter” episodes on one day it could be possible to custom- About the Author AOL’s In2TV. ize the download menu to make it easy Bryan Rader is president of Media- Download, download, download…. for our customers to navigate, order Works, serving MDUs in Atlanta. He is this going to change the way our and watch the content they want. can be reached at 678-366-9900. 8 | BROADBAND PROPERTIES | www.broadbandproperties.com | FEBRUARY 2006.
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