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MHT Editor Doug Banks on NECN: How companies are using social media
The cable industry wants to know how to turn broadband video from a threat into an opportunity.
A panel of media and online industry executives discussed how to make money with web video Monday, speaking before attendees from the Cable and Telecom Association for Marketing at the Hynes Convention Center. From subscriptions to paid streaming to download-to-own and ad-supported models, panelists agreed on the need to make video available no matter what medium or device a consumer chooses.
Entry into web video is critical for companies with established brands, said Deanna Brown, president of SN Digital, a division of Scripps Networks Interactive Inc. (NYSE: SNI). “We have a large number of brands,” she said. “It’s a necessity to reinvent them in this new space or they die.”
The most important piece is making ads that people want to see, said David Eun, vice president of content partnerships for Google Inc. (Nasdaq: GOOG) and YouTube LLC. Google hasn’t yet reached its goal of making its search-bar ad results as compelling as the search results themselves. “If you get that right, the ads become content,” he said.
Peter Stern, executive vice president at Time Warner Cable Inc., said the company believes cable subscribers should get access to the content they pay for, whenever and wherever they are, and on whatever device or medium they choose.
“We need to aggressively embrace time-shifting technology,” he said. “But we need to do that in ways that will grow the pie for programmers, advertisers and consumers.”
The breakfast was sponsored by Newton-based VideoNuze, California-based ActiveVideo Networks Inc., Cambridge-based Akamai Technologies Inc. (Nasdaq: AKAM), Virginia-based Anystream, New York-based KickApps and California-based Yahoo Inc. (Nasdaq: YHOO).
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