Seems Comcast is taking a positive step in addressing “cable bypass”, or consumers bypassing cable tv for free online viewing. A great deal of free mainsteam commercial video (TV, movies, etc.) is now available, and viewed, online. With the rapidly increasing number of internet viewers, it makes good sense for Comcast to move in establishing itself as a market leader.
This will help aggressively target the younger demo (using cell phones v. land lines, and internet v. broadcast-cable tv or newspapers), and the mid-age demo who are tech-savvy and appreciating the need to reduce family expenses. Tough economy, you know!
With the availability of personalization and behavioral targeting, internet tv will prove an exceptional resource for advertisers to target their audience.
Comcast has reportedly hired Scott Schiller, the co-founder and first vice chairman of the Interactive Advertising Bureau, to oversee sales of 4 of its websites, including FanCast.com – a great internet-tv site. Fancast could significantly enhance its value if/when it agrees to terms with ESPN to provide its ESPN 360 programming.
IAB is a respected internet industry resource, and luring one of its leaders is a coup. Fingers are crossed – and congrats to Comcast.