Internet TV the future for satellite tv on your pc - By: Paddy Chang

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Internet search giants Google are also getting into the Internet TV business. In June, Google launched a new Web-based video search service, which allows people to use keywords to search the company’s indexed database of video from content providers that have uploaded video since April.
While some content providers, like Comedy Central, are experimenting with Web distribution, most of them are only doing it tentatively. Executives at Comedy Central say its new broadband-optimized site, called MotherLoad, is designed to complement the existing cable channel and not replace it.
Content providers like MTV, which runs Comedy Central, seem reluctant to move forward too quickly. They are nervous about losing control of their brands if an aggregator like Google provided access to individual shows or clips of content.
“I think some people who talk about Internet TV have been naive in terms of the digital rights issues and the importance of creating a brand,” said Jason Hirschhorn, senior vice president of digital media for MTV. “We don’t want to sell our content piecemeal.”“We aren’t going to react like the music industry, who has been trying to put the genie back in the bottle.”–Jason Hirschhorn, senior VP of digital media, MTV
These content providers also have to consider the behavior of their audience, which is used to paying cable or satellite companies monthly fees for access to channels that they can “surf.” The technology may be available to stream quality video over the Internet, but whether or not people will abandon the old cable model to go with something totally different has yet to be seen.
“The demise of traditional television is a folklore,” Hirschhorn said. “Viewers want more interactive TV, but traditional TV won’t die. Still the best way to reach an audience is through the TV.”
But it’s clear that content providers like Comedy Central are starting to position themselves for a transition in the market. Comedy Central knows that nearly 85 percent of its viewers have broadband access and tend to be early adopters of technology, so it’s not far-fetched to assume that some of these viewers could also experiment with Internet-based television.
“We will go where ever the viewers are,” Hirschhorn added. “Right now they are in both placesâ€”-on the Net and on cable and satellite networks. We don’t believe in shutting people off. We aren’t going to react like the music industry, who has been trying to put the genie back in the bottle.”
Cable providers and phone companies, such as Verizon Communications and SBC Communications, now entering the paid TV market also recognize that customers want more interactive content. And many of them are already providing on-demand programming, which allows viewers to download movies anytime they want.
Comcast, the largest cable company in the United States, already provides an extensive library of on-demand movies. On Wednesday it announced it would provide an additional 250 movies every month to its digital cable customers at no extra charge. In total, Comcast customers will be able to select from about 800 movies each month.
Comcast says that its video-on-demand programming is extremely popular. The company has already surpassed one billion total on-demand program views for the year, eclipsing last year’s total of 567 million views.
“The traditional TV market is not dead,” said Kontiki’s Sahadi. “Multiple models will evolve. Broadband penetration and improvements in digital rights management are helping push content providers to look toward the Web. But there will always be people who want to subscribe to a traditional television service.”

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