Over the past few day’s there’s been a great deal of discussion about cable providers switching subscription models, blocking shows on the internet, and only allowing subscribers that are enrolled in  certain package plans online viewing access. Ideas about a la carte pricing, on demand pricing and the like have all been part of the ongoing discussions.

DirecTV has stated that “it’s open to giving subscribers exclusive online access to television shows such as HBO’s ‘Entourage’ that are normally not available for free over the internet” (Yao, 2009). Other cable providers for the most part agree with DirecTV’s stance however, some cable providers don’t see it that way and feel that there should be some sort of new fee associated with online episode viewing.

The overall fear that the cable providers share is that more and more people are going to direct their attention to online viewing rather than TV viewing, resulting in a significant drop in  viewers.  Now I can only speak for myself but I’d much rather watch a TV show on a television rather than my 17” monitor screen.  Often we tend to jump the gun or overlook the things that are right in front of us. Perhaps the growth in online viewing can be attributed to college kids, high school kids, or even those individuals who can’t afford a “mega jumbo platinum I’ll give you 900 channels but only 5 of them will have something you’ll want to watch cable plans”.

 Let’s not forget here that these networks and shows get funding by product placements and all different types of branded entertainment integrations. If you can get the message across a TV screen and Computer screen at the same time why not, either way you look at it you’re hitting a larger audience. If you start limiting who can see and who can’t you might just cut your earnings short or your recall and product awareness could drop significantly and suffer all because you limited who could see what. I think the networks are taking a big chance by potentially adopting a model that lives by the sword, and states that as long as you can prove you’re a paying customer than you can view TV shows online.

Personally, I can’t seem to find that much to watch on TV each week. Sure I have a few regular shows that I make time to either DVR or sit down and watch like Grey’s Anatomy, Sports Center, Heroes, The Office, and Man VS. Food. Very rarely do I jump online to watch a show on my little itty bitty 17” monitor to watch a whole episode of a TV show. Occasionally I might be guilty but that’s only when my DVR is full and I forget to empty it or I’m checking a show out for the first time.

What do you think? Are the cable companies getting out of control or do you think this is a move in the right direction? Can you see yourself paying extra just to be able to access TV shows online? Let us know what you think by sending an e-mail to feedback@itvx.com

By: Gary Trandiak

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