December 19, 2008 - 2009 will be a stellar year for online and over-the-top video. TVWeek's Daisy Whitney reports that NBC's digital division will start shooting a pilot this week for an online late-night talk show, one of nine planned Web shows for 2009. Four of these shows already have advertisers on board, and the remaining five will be pitched to marketers starting in January. CBS also is gearing up to launch original Web projects in 2009. ABC scaled back original Web show production to concentrate instead on short online videos related to prime-time series such as "Ugly Betty" and "Scrubs." Alexis Rapo, VP of digital media for ABC Entertainment noted that shorts attract bigger audiences and more advertiser interest than originals.
At CWTV.com, the focus is on existing network shows. "The site is a digital extension of our network brand, and that generally means our shows and our stars," said Paul Hewitt, spokesman for the network. "So if the viewers want more about 'Gossip Girl'...that's what we provide online." All five broadcast networks continue to offer most of their prime-time shows online.
To get a better idea as to how well these online ventures can expect to fare, this week's chart examines the percentage of online video viewing time adult broadband consumers spend watching broadcast television programming.
Among those who watch some form of online video on a weekly basis, more than one-third (36%) never view broadcast TV programs online. Then again, one-third spend less than 25% of their online viewing time watching digital versions of broadcast TV. Amazingly, 17% of adult broadband users spend more than 75% of their online video viewing time watching broadcast programming.
For additional information on the featured primary research, Broadband Video Platforms- A Primary Analysis, please contact us at 469.287.8050.
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