Thursday, April 26, 2012

Web Upfronts Like The Early Days Of Cable

Cable Networks changed the video landscape for broadcast when they arrived on the scene.  Early on, broadcast networks pooh poohed cable.  Most offered short form content, lots of informercials, and little original content.  And what was delivered was everything from music videos to ping pong to old syndicated programming.  But cable networks kept chugging away, building content and creating their own award show to celebrate it - the heralded CableAce award.  Of course cable networks made it when they were accepted as Emmy nominations and soon after as multiple winners.  And broadcast responded by buying up cable networks.

Today, it is the web that is the upstart to cable and broadcast.  And like history repeating itself, they are pushing through with their own version of an advertising upfront and their own version of an award show.  But it is only time when the original web productions from folks like Netflix, Hulu, and others get accepted into the Emmy awards and Web TV is as viewed as much or more than a cable network.  They may be in the long tail now, but they are doing to cable networks what the cable networks did to broadcasters.

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