Cable2001 Brings On-Demand Content to the Forefront
by Alan Sheckter, Smart TV & Sound news editor
Video-on-demand was one of the main topics of conversation at the recent Cable2001 show in Chicago.
Cable providers continuously work towards providing video-on-demand solutions through millions of their set-top boxes. And of course, the easy-chair-loving public, as it becomes more exposed to the idea, loves the concept.
HBO On Demand and Court TV on Demand: The Best of Court TV are poised to offer trial versions of on-demand content through specific AOL/Time Warner cable outlets. In addition, Showtime On Demand and Starz On Demand are being developed, according to TV Technology magazine.
ESPN is also on target to offer ESPN Broadband this fall, an Internet service that will offer users access to on-demand sports action as well as streaming highlights.
Video-on-demand will change the way people watch TV, said Comcast President Brian Roberts; and AOL/Time Warner CEO Gerald Levin said all future television could be distributed in real time or in on-demand format, TV Technology reported.
Technologically, the main players appear to be coming together in a way that indicates video-on-demand is the future of home entertainment.
But aside from the cable industry and the eager public, the third major player, TV and movie studios that provide the content are moving ahead cautiously. While the studios see the video-on-demand writing on the wall, copy protection and profit concerns are holding them back. Movie studios, at least for now, seem reluctant to shake up their current profitable business model, which consists of box office and video cassette sales and rentals.
Still, video-on-demand technology and appeal have prompted studios such as Sony, Disney and Miramax to work on delivering movies-on-demand via the Internet, without relying on cable operators.
One bold cable executive, quite confident that video-on-demand will put cable in the content driver’s seat, said that video-on-demand will set cable apart from the competition, because satellites can’t deploy video-on-demand.
The satellite industry, however is working on it’s own video-on-demand, by means of receivers equipped with personal video recorders.