Multicast Madness

MULTICAST MADNESS
[SOURCE: Multichannel News, AUTHOR: Steve Donohue]
When television stations owned by NBC, CBS and other broadcasters first began transmitting digital-TV signals in 1998, the concept of “multicasting” -- squeezing up to four networks into space previously occupied by a single analog channel -- seemed like it could revolutionize the TV business. Some stations quickly jumped on multicasting to offer viewers local news and weather channels -- or even broadcast up to four “March Madness” college basketball games simultaneously. Now, the Big Four TV networks and stations have instead chosen to distribute programming directly to viewers via the Internet. Rather than repeats of 24 or Desperate Housewives showing up on multicast channels, ABC, Fox, NBC and CBS have turned to platforms such as Apple Computer Inc.’s iTunes Music Store and their own Web sites in fresher bids to drive new subscription ($1.99 downloads) and ad revenue. Why funnel programming through the Internet, instead of targeting viewers watching TV in their living rooms? About 70% of Americans rely on basic-cable subscription packages to watch broadcast networks. The only way for viewers to get HDTV and multicast networks over the air from broadcast towers is with a rooftop antenna and a digital-broadcast receiver, the latter can cost up to $500. “I think people were very hesitant about going back to the days of antennas,” said John Harris, director of programming at Raleigh, N.C., CBS affiliate WRAL-TV, owned by Capitol Broadcasting Corp.
http://www.multichannel.com/article/CA6346618.html