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Networks and Digital Media

April 23, 2007

There is a great article at Mediaweek that discusses networks and their move into the digital space. The article speaks to the fact that currently, the network players are miniscule in size and presence on the online space versus the dominant Internet players.

Those partnerships represent a collective recognition by the broadcast nets that they lack the scale to be dominant players in the digital space. (In March, the Web sites for ABC and NBC reached roughly 9 million unique users, according to Nielsen//NetRatings—roughly the audience of a single episode of a second-tier prime-time series—while AOL and Yahoo regularly exceed 100 million uniques a month.)”

Questions I have are how well networks will be able to leverage and take advantage of their multi-platform content to stand out in the online video space (versus online only videos), and how closely networks will guard their content (is it better to let go to reach a larger audience or keep tight control over distribution?).  Time will tell.

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