In Comcast’s test of a new service, some programs won’t shed spots to adapt to the Web, according to a story in the Wall Street Journal.
Cable TV shows, including TBS’s My Boys, are coming to the Web, along with a full complement of ads, according to a story in the Wall Street Journal.
Written by Sam Schechner and Vishesh Kumar, the story says the shows will be part of a new Web TV trial that begins this month, spearheaded by cable operator Comcast Corp. The venture includes more than half a dozen other media companies, including CBS Corp. and Time Warner Inc.
The idea, the story, says, is to put more TV shows online, but only for paying cable customers.The effort aims to address one of the biggest concerns facing producers of cable programming: how to keep viewers from cancelling their cable or satellite subscriptions to watch free TV online.
It is also part of a broader push by media companies to put more advertisements in Web videos, seeking to capitalize on a medium where viewers can’t skip ads, the story says. This push comes as the companies’ rush to the Web has outpaced the revenue that online video generates.
Web versions of some TV shows in the trial, including TNT’s The Closer, will carry their full load of ads from traditional TV. That’s more than four times the ad load on many Internet sites, the story says. Many hourlong shows are available to watch online with a single 30-second spot in each of five or six commercial breaks.
In the past year, companies including NBC Universal, CBS and the CW have in some cases increased the ads on TV shows on their own sites to two per commercial break. ABC has argued that viewers and advertisers will accept broader increases.
WSJ Online subscribers may read the full story here.