backtop


Print 54 comment(s) - last by CM40484.. on Mar 21 at 8:15 PM

Move could hurt sports broadcast industry, weaker channels

It's not just you that's irritated that you're paying for television channels you don't want due to bundling.  Cable service providers are also paying a similar price.  And while some -- like Time Warner Cable Inc. (TWC) -- are affiliated with those who profit off bundling themselves, many of the cable market's new players are purely on the losing end of the equation.

Verizon Communications Inc. (VZ), co-owner of America's largest wireless mobile device service network and the FiOS fiber-optic cable service, is looking to put its foot down and reshape a consumer's cable-shopping experience to a "buffet" of sorts.  Chief programming negotiator at Verizon Terry Denson comments, "We are paying for a customer who never goes to the channel."

In an interview with The Wall Street Journal he explains that Verizon is in negotiations to give customers access to the entire spectrum of cable channels (besides a handful of premium channels).  

Verizon FiOS
Verizon is upset about paying bundlers for content its customers don't necessarily want.
[Image Source: Android Community]

Whenever Verizon's set-top box documents a customer watching a particular channel for more than 5 minutes, Verizon would pay the bundler for that channel, and charge the customer for that channel.  Mr. Denson says the deal would cover a "significant number of channels".  He comments, "If you are willing to give a channel five minutes of your time, the cash register would ring in favor of the programmer"

While the idea of paying based on viewership is relatively old, the mechanism for doing so -- the internet connected set-top box -- is relatively new.  In the past there was no way to collect this kind of real-time viewership information, making viewership based pricing more problematic.

Verizon's initial talks have focused on "midtier and smaller" companies.  The executive said the negotiated deals/service pricing scheme could extend to on-demand viewing and mobile device viewing, as well.

II. Pushback From Broadcast Sports, Big Content Providers

Larger firms like Viacom, Inc. (VIAB) and Walt Disney, Comp. (DIS) may be reticent to sign up for the bundling scheme, though.  They often use bundling to prop up content that has low viewership, but which they deem is important.  As Mr. Denson complains, "It feels like certain content players who have a suite of channels attempt to lever the strong ones to prop up the weak ones…without any empirical data to show that these channels are actually viewed or wanted,"

The industry shift may also upset the big-money professional sports industry.  Much of the money of professional sports comes from broadcast deals, and much of that revenue in turn comes from fees associated with bundled channels.  If fees were solely viewership based, fees could dramatically drop.

NFL postgame
Bundling boosts sporting revenue; eliminating it could hurt professional sports.
[Image Source: U.S. Presswire]

For example market researchers Nielsen Holdings NV (NLSN) report that ESPN (owned by Disney only averaged 1 million viewers for content within the first week of its airing.  By contrast Comcast Corp.'s (CMCSA) USA Network (bundled by subsidiary NBCUniversal) averaged 1.3 million viewers within the first week, on average.  But ESPN cost $5.04 per subscriber, while USA Network only cost $0.68 USD, on average.

Bundling
Bundling fees don't always line up with viewership. [Image Source: WSJ]

Bringing fees in line with viewship could dramatically cut broadcast sports revenues, and in turn sports owners' profits and athlete salaries.

For those reasons some don't believe the effort will catch on.  One unnamed executive is quoted as saying that the move would be "resisted fiercely", while another unnamed expert suggest this kind of effort had been around for years and never gone anywhere.  The second source suggested that "unless there is a giant seismic shift", the bundling would continue much as it is today.

Source: WSJ



Comments     Threshold


This article is over a month old, voting and posting comments is disabled

RE: Its the only way for cable to survive
By vol7ron on 3/18/2013 5:32:27 PM , Rating: 2
You're paying for cable+commercials. The cost of the content that you are watching is subsidized by those commercials. If you want to watch TV commercial-free (like HBO), you'd have to pay a premium (currently not a live-option, but you could buy it as a DVD or pay for the streamed series).


RE: Its the only way for cable to survive
By Argon18 on 3/18/2013 5:44:11 PM , Rating: 5
They ought to offer the option then. A-la-carte channel selection + commercial free viewing.

Right now $100 gets me 250 channels of crap, with loads of commercials, when there's really only 12 channels I would watch.

I would gladly pay the same $100 for 12 commercial-free hand picked channels. But since that isn't an option, I'll continue to enjoy saving $100 a month, and be content with the free over-the-air broadcast channels. Sorry Cable Company, if you want my $$$, you gotta give me what I want.


RE: Its the only way for cable to survive
By bodar on 3/18/2013 10:17:46 PM , Rating: 1
It's not ideal, but you can pay an extra $10/month for a DVR and fast-forward through all the commercials on pre-recorded shows. I don't watch commercials anymore, because I time-shift everything and watch it when I feel like it. It's a compromise for sure, but one I'm willing to live with, for now at least. If I could get everything I want to watch online, I would cut the cord in a heartbeat.


RE: Its the only way for cable to survive
By danjw1 on 3/19/2013 10:51:31 AM , Rating: 2
Or a bit more and use are TiVo which is far better than any cable companies DVRs. Cable companies are required to support CableCard devices like the TiVo. So no need to give that money to the man.


By tastyratz on 3/19/2013 1:30:08 PM , Rating: 2
or a bit more than that in true dailytech spirit and do what i did: ditch the tivo and build a windows media center home theater dvr device. The monthly tivo fee is unreasonable for cablecard use when you could just as easily do as much/more with an hd homerun device


By bodar on 3/19/2013 6:17:48 PM , Rating: 2
Believe me, I considered it (and the HTPC route), but I have Time Warner and I've heard that the required switched digital video adapters are garbage.

http://www.oceanic.com/products/television/sdv


RE: Its the only way for cable to survive
By vol7ron on 3/19/2013 9:34:24 AM , Rating: 2
I'm with you, but I also feel that internet speed and quota is overpriced.

It shouldn't cost ~$2000/yr to watch 6-10 channels for only a couple hours a day.


By Ammohunt on 3/19/2013 11:03:28 AM , Rating: 2
I need an internet connection anyway for work and gaming. so as i see it i am just maximizing that $100 a month investment quota whats that?


By Reclaimer77 on 3/18/2013 8:02:58 PM , Rating: 2
quote:
The cost of the content that you are watching is subsidized by those commercials.


That's increasingly becoming a false economy. They better modernize television and soon.


By Jeffk464 on 3/18/2013 9:42:32 PM , Rating: 2
Yup, I buy the got to have em HBO shows this way. They rip you off on a per episode basis but its still cheaper than paying for cable.


By Uncle on 3/19/2013 7:06:07 PM , Rating: 2
If you live in a house in the city,you put up an antenna, and get the programming free, paid for by the commercials,as a was told years ago. They strung up cable charged me and still I was fed commercials,cause I was paying for the cable, as I was told. Forty yrs later I was (past tense)still paying for that dam cable, twice the amount of commercials, must be made of gold. Same reason I bought a larger then life TV to watch "Try before you buy" movies, because I paid to see a movie in a theater minus commercials. I don't know who the cable companies Marketing people are, but they sure haven't talked to me. I hope this catches on, because as it is now They don't get a penny from me for tv cable, and as I told my provider wouldn't you rather get 10 or 20 dollars extra from me then none ,as it is now. The company I get my entertainment from lost 39,000 cable subscribers last year, and when you look at what is on TV, I just shake my head. Seems the cable companies make more money from infomercials, because they sure do occupy a lot of channels that consumers pay for.


"Young lady, in this house we obey the laws of thermodynamics!" -- Homer Simpson














botimage
Copyright 2014 DailyTech LLC. - RSS Feed | Advertise | About Us | Ethics | FAQ | Terms, Conditions & Privacy Information | Kristopher Kubicki