MSO Set to Drive
Multiscreen Ads 18
Magazine
Web Video Successes
Raise ROI Prospects
27
March 2012
STRATEGIC INFORMATION FOR THE BROADBAND MARKETPLACE
Source Code >>
Insiders Focus on How Broadband TV Will Unfold
Legacy Pay TV Model
Seen Shakier Than Ever
BROADBAND CONTENT >>
BY FRED DAWSON
Jack Perry >> 20
Syncbak founder and CEO
describes how TV stations
are opening a path to
doing OT T their way.
An intensifying sense of instability waftingthrough the pay TV business is prompting more speculation than ever among major players as to which of many potential
scenarios will prove to be the undoing of the old foundation.
In these discussions the
focus isn’t on whether a major
restructuring of the business is
inevitable but on what the trig-
gers might be that would push
the market beyond the tipping
point toward what is universally
assumed to be an Internet-based
distribution model, albeit with
far greater end-to-end control
over the user experience than
is typically the case in today’s
over-the-top environment.
“OTT is kind of a silly name,”
asserts Jon Cody, a former Fox
executive who led the launch of
Hulu and other digital projects
Anthony Wood, CEO,
Roku
Solutions Impact Multiple Business Models
QoS Assurance Strengthens OTT Case
MANAGEMENT TOOLS >>
BY FRED DAWSON
As ever more entitiespeg their growth prospects to delivering premium video to IP-connected
consumers, one of the least addressed questions is what it will
take to overcome the proof-of-performance barrier to making
money in this space.
With the likes of Google,
Amazon, CE manufacturers and
now even Intel signaling they
want a piece of the pay TV pie
as established pay TV provid-
ers pursue their own multiscreen
strategies, arguments rage over
how content owners’ shuffling
of licensing rights might impact
the market. But no matter what
terms emerge in the licensing
battles, everyone confronts the
same reality: there’s no hope for
success without developing the
means to provide content own-
ers and their advertisers rigorous
assurance that quality of experi-
ence requirements are being met.
