Warner Bros. Intl. Television Distribution is trying to create an entire network of on-demand channels, ranging from cable and satellite to broadband delivery. The channels will all be marketed under the new brand of Warner TV.
Warner TV channels will give viewers access to a selection of movies and TV shows, but unlike standard cable television on-demand services the selection will change regularly throughout the day. Another apparent benefit over traditional programming is the flexibility to customize each Channel to user preferences.
"It's a brand new revenue stream," said Jeff Schlesinger, president of Warner Bros. International TV. "The costs here are much lower than creating a linear channel. You don't have as much on-air promotion that you have to do. You don't have as much scheduling or advertising sales infrastructure. You don't have to worry about commercial insertion."
"We're not looking to undermine our broadcasters in any way, and frankly, if you don't have your shows on the big channels, no one will be interested in finding them in an on-demand zone," Schlesinger said. "For TV product and features, this is all a secondary window. It's complementary."
While this would appear to be an automatic winner, that's going to depend largely on how responsive Warner Bros. is to their audience. Studios have talked a good game before without delivering on the goods.
Source: Variety
"It's a brand new revenue stream," said Jeff Schlesinger, president of Warner Bros. International TV. "The costs here are much lower than creating a linear channel. You don't have as much on-air promotion that you have to do. You don't have as much scheduling or advertising sales infrastructure. You don't have to worry about commercial insertion."
"We're not looking to undermine our broadcasters in any way, and frankly, if you don't have your shows on the big channels, no one will be interested in finding them in an on-demand zone," Schlesinger said. "For TV product and features, this is all a secondary window. It's complementary."
While this would appear to be an automatic winner, that's going to depend largely on how responsive Warner Bros. is to their audience. Studios have talked a good game before without delivering on the goods.
Source: Variety
