Time Warner CEO: TV ad model will 'thrive' online [Total Telecom]
Time Warner's CEO Jeff Bewkes is very optimistic about Time Warner Cable's TV Everywhere project, equating its potential for success to the popularity that DVR recording and viewing has attained. Time Warner Cable and Comcast are both in the process of testing delivery of cable programming online to current cable customers. Time Warner's programming is being distributed via these portals.
Bewkes indicates to Total Telecom that the viewership of TV Everywhere programs will be counted in Nielsen's C3 ratings, which tracks traditional cable programming viewing via DVR within three days of the program's air date. So, advertisers who want to put their message in front of customers watching online video will have accurate metrics about the audience. Based on this, Bewkes believes that the current model for television advertising will continue to "thrive" on this new medium.
Bewkes also credits distributors for opening the door to television convergence, not the content creators.