Broadcasters are missing out on a ton of data–it’s time to take TV online
[Commentary] Steven Spielberg and George Lucas made a big commotion at a talk recently when the two predicted the imminent “implosion” of the film industry due to the changing nature of theatrical distribution. I believe a similar phenomenon awaits the broadcast TV industry, unless companies start making aggressive moves.
Rather than fighting cord-cutting and unbundling and making a weak effort with TV Everywhere, the top brass should be looking at putting their full broadcast TV channels online – with no restrictions. Certainly they have done a decent job offering their shows on demand via Netflix and Hulu. But outside of a recent ABC trial and certain sports broadcasts, watching live broadcast channels online still requires that you have a paid cable TV subscription in order to view. Not only does the data show that huge audiences are streaming video online, the broadcast channels are missing a unique chance to use their live channels on the internet to take their business to the next level.
Here are three game-changing benefits TV content producers and broadcasters could realize by finally putting live channels online:
- Much better social integration
- Big data on the fly
- New business models
[Salmi is CEO of live video education platform creativeLIVE.]