Comcast Giving Advertising Blitz To Fancast Online TV Portal - By: Paddy Chang

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Lets be honest, when it comes to watching TV shows on the internet, there is really only one choice and that is Hulu. They became so popular not just because of the top quality content, but also thanks to its big advertising campaign during the Super Bowl which saw a 33% jump in viewers.

Now, Fancast owned by cable giant Comcast, wants everyone to know that they are here too. So they have launched a nationwide advertising campaign which is known by the name of ‘See It For Yourself’. The campaign both online and off is aiming to give Hulu a bloody nose.
The website Fancast shows tv streams of hit shows including CSI Miami, Gilligan’s Island and NCIS amongst over 10000 hours of tv shows and movie streams. Aggregating content from NBC and Fox networks amongst many.
The 13 week long advertising blitz will include prime time ads and is an obvious assault on Hulu who they want to compete with a lot more, but targeted at a different kind of audience.
The Fancast TV ads will appear on national cable, incuding Comcast-owned networks such as E! and Style, but also others, such as Bravo, SoapNet, Lifetime and MTV.
Fancast is a major component of Comcast’s digital strategy, and is the platform for its “TV Everywhere” project which is starting to hit top gear in the promotion stakes. It looks like the online tv wars are hotting up. Over to you Hulu.

The greed of the TV companies rears its ugly head yet again, this time a chief executive of a TV production company says iPlayer viewers should have to pay “micro payments” for using the BBC’s catch up television service.
Lorraine Heggessey of Talkback Thames made the startling announcement at a BBC event this week.
Nearly all the tv broadcasters now offer an internet based tv on demand service allowing viewers to watch a show they may have missed from the week before. And because of this the advertising revenue is dropping making more demand to charge for the service.
This thought process is a hot subject now across the world with Hulu dabbling with pay tv and Youtube looking at a pay per view model as well.
When it comes to the BBC and their existing license fee though the idea becomes totally ludicrous, and luckily the BBC agree saying it has no plans to introduce such a fee.
“The cost of the BBC iPlayer is covered by the licence fee, so UK users have already paid for this service,” said a spokesperson.
The BBC spent £6m developing its iPlayer service, which launched on Christmas day in 2007. During peak times it pumps out 12GB of data per second to users – the equivalent of around 2400 MP3s.
Media industry expert Steve Hewlett, former director of programmes at Carlton Television, says that in theory the idea of paying to watch TV programmes online does hold water.
“The BBC never thought it was appropriate to give away DVDs, so why should catch up tv be free?” he said.
“Traditionally, licence fee payers have paid for access on a TV set – and only for the first transmission.”
Mr Hewlett believes that a payment model similar to that operated by iTunes and Amazon would be an appropriate technical solution.
“The technology now exists that can make payment straightforward. Once you have your account you tell it to buy, it’s easy and in essence quite attractive. At iTunes prices, I would pay.”
However for as long as the BBC iPlayer remains free, it would be difficult for other broadcasters to implement charges, he warned.
“It’s one of the ways in which the BBC can create unintended market impact,” he said.
The tv execs dont seem to realise that itunes is a success because people are willing to pay a small fee because people have always paid for music. An episode of last nights soap opera is a different kettle of fish and noone is going to fork out for this kind of dross.
The only way a pay system will ever work is if its for selected premium content with zero advertising and at a low cost. So get number crunching guys and dont be greedy.

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