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<p class=MsoNormal><font size=2 color=black face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:black'>Or Not </span></font><font size=2
color=black face=Wingdings><span style='font-size:10.0pt;font-family:Wingdings;
color:black'>J</span></font><font size=2 color=black face=Arial><span
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10.0pt;font-family:Arial;color:black'><o:p> </o:p></span></font></p>
<p class=MsoNormal><font size=2 color=black face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:black'> <o:p></o:p></span></font></p>
<p class=MsoNormal><font size=2 color=black face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:black'>Cheers,</span></font><font size=2
color=black face=Arial><span style='font-size:10.0pt;font-family:Arial;
color:black'><o:p></o:p></span></font></p>
<p class=MsoNormal><font size=2 color=black face=Arial><span style='font-size:
10.0pt;font-family:Arial;color:black'>Dean</span></font><font size=2
color=black face=Arial><span style='font-size:10.0pt;font-family:Arial;
color:black'><o:p></o:p></span></font></p>
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<p class=MsoNormal><b><font size=2 face=Tahoma><span style='font-size:10.0pt;
font-family:Tahoma;font-weight:bold'>From:</span></font></b><font size=2
face=Tahoma><span style='font-size:10.0pt;font-family:Tahoma'> MediaPost
Publications [mailto:news@mediapost.com] <br>
<b><span style='font-weight:bold'>Sent:</span></b> Tuesday, May 11, 2010 5:22
PM<br>
<b><span style='font-weight:bold'>To:</span></b> Dean Collins<br>
<b><span style='font-weight:bold'>Subject:</span></b> TV Watch: A Swing And A
Miss: TV Consumers Take Another Strike</span></font><o:p></o:p></p>
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<p class=MsoNormal><span class=headline1><b><font size=6 color="#990000"
face=Verdana><span style='font-size:21.0pt'>A Swing And A Miss: TV
Consumers Take Another Strike</span></font></b></span><b><font size=6
color="#990000" face=Verdana><span style='font-size:21.0pt;font-family:
Verdana;color:#990000;font-weight:bold'><br>
</span></font></b><span class=byline1><b><font size=1 color=black
face=Verdana><span style='font-size:9.0pt'>A media critique by Wayne
Friedman</span></font></b></span><span class=dateline1><font size=1
color=black face=Verdana><span style='font-size:9.0pt'>, Tuesday, May 11,
2010</span></font></span> <o:p></o:p></p>
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color=black face=Verdana><o:p></o:p></font></span></p>
<p class=body><font size=2 color=black face=Verdana><span style='font-size:
10.5pt'>TV programmers first toyed with us by offering their premium TV
shows on the Internet with only three to five minutes per hour of
commercials -- half to three-quarters less than exists on traditional TV. <o:p></o:p></span></font></p>
<p class=body><font size=2 color=black face=Verdana><span style='font-size:
10.5pt'>Recently there have been rumblings of TV networks/programmers (now
that we have been digitally hooked) wanting to raise Internet commercial
load levels to where traditional TV exists, around 10 minutes or more.<o:p></o:p></span></font></p>
<p class=body><font size=2 color=black face=Verdana><span style='font-size:
10.5pt'>The good news? As traditional TV viewers, we could always (at least
40% of the country) fast-forward through those messages via our trusty DVR
machines.<o:p></o:p></span></font></p>
<p class=body><font size=2 color=black face=Verdana><span style='font-size:
10.5pt'>But all this might change. A recent Federal Communications
Commission <a
href="http://www.tgdaily.com/business-and-law-features/49686-movie-companies-permitted-to-disable-set-top-box-output-remotely">ruling</a>
gave movie studios the ability to stop viewers from time-shifting films on
video-on-demand services.<o:p></o:p></span></font></p>
<p class=body><font size=2 color=black face=Verdana><span style='font-size:
10.5pt'>Studios are now allowed to stop this practice -- via <a
href="http://www.tvnewscheck.com/articles/2010/05/10/daily.1/">remotely
changing consumers' set-top box connections</a> -- to prevent illegal
copying of movies.<o:p></o:p></span></font></p>
<p class=body><font size=2 color=black face=Verdana><span style='font-size:
10.5pt'>Consumer-advocacy groups say this is a dangerous move, just a short
step to allowing all TV content owners this ability -- which has been
technically possible for years. <o:p></o:p></span></font></p>
<p class=body><font size=2 color=black face=Verdana><span style='font-size:
10.5pt'>The FCC has prohibited the use of so-called "selectable output
control" technology, which encodes video programming with a signal to
remotely disable set-top box output connections -- because it breaches the
privacy of consumer's in-home media activities and equipment. <o:p></o:p></span></font></p>
<p class=body><font size=2 color=black face=Verdana><span style='font-size:
10.5pt'>But just as Internet TV could soon have as many ads as the
traditional kind, future TV activity could return to the old ages,
pre-2000, when most of the TV viewing public couldn't fast-forward through
commercials.<o:p></o:p></span></font></p>
<p class=body><font size=2 color=black face=Verdana><span style='font-size:
10.5pt'>According to the FCC, the change is in the consumer's best
interest. It will reportedly give studios the ability to release movies
faster into the market after their theatrical release. Studios also say
they can save marketing dollars -- by bridging a shorter time gap between
theatrical and new digitally released windows.<o:p></o:p></span></font></p>
<p class=body><font size=2 color=black face=Verdana><span style='font-size:
10.5pt'>This is fuzzy logic at best. We all know movie studios and TV
companies do what's the best interest of making the most money. What if the
new earlier market doesn't develop? Will studios turn back on the
time-shifting?<o:p></o:p></span></font></p>
<p class=body><font size=2 color=black face=Verdana><span style='font-size:
10.5pt'>Media companies have been running scared they won't be able to
figure out future entertainment habits of consumers with the growing number
of new devices. So they are covering all angles.<o:p></o:p></span></font></p>
<p class=body><font size=2 color=black face=Verdana><span style='font-size:
10.5pt'>TV marketers could be thrilled with this decision because it might
set a precedent for other, more-marketing-favorable FCC actions. <o:p></o:p></span></font></p>
<p class=body><font size=2 color=black face=Verdana><span style='font-size:
10.5pt'>But consumers might just change their behavior in directions people
least expect. Word of warning to the studios: Look what happen to the DVD
market over the last couple of years. What if this decline hits other parts
of the entertainment business?<o:p></o:p></span></font></p>
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<p class=MsoNormal><font size=2 face="Times New Roman"><span
style='font-size:10.5pt'><a
href="http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=127968&lfe=1">This
commentary is insightful. I recommend it to others.</a> <br>
<br>
<a
href="http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=127968#comments">Post
your response to the public TV Watch blog.</a> <br>
<br>
<a
href="http://www.mediapost.com/publications/?fa=Archives.showArchive&art_type=34">See
what others are saying on the TV Watch blog.</a> <o:p></o:p></span></font></p>
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<p class=MsoNormal><em><i><font size=2 color=black face=Verdana><span
style='font-size:10.5pt;font-family:Verdana;color:black'>Wayne Friedman
is West Coast Editor of MediaPost.</span></font></i></em><font size=2
color=black face=Verdana><span style='font-size:10.5pt;font-family:Verdana;
color:black'><o:p></o:p></span></font></p>
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<p class=MsoNormal style='margin-bottom:12.0pt'><span class=body1><font
size=2 color=black face=Verdana><span style='font-size:10.5pt'>TV Watch for
Tuesday, May 11, 2010:</span></font></span><font size=2 color=black
face=Verdana><span style='font-size:10.5pt;font-family:Verdana;color:black'><br>
<span class=body1><font color=black face=Verdana><a
href="http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=127968">http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=127968</a></font></span></span></font><o:p></o:p></p>
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