That key underpinning indicates that TV programmers remain in bed - understandably so - with their service providers. Broadcast networks aren’t jumping into TV Everywhere unless their provider partners are holding hands with them. Last summer, NBC required digital viewers of the Olympics to be authenticated pay-TV subscribers, while Fox offers shows online first to pay-TV subscribers. ABC has long been a digital leader among TV networks. It was the first to offer shows on iTunes, and the first to stream its shows online in its own full episode player, and I’m betting this live streaming option will also mark the start of more broadcasters offering their shows digitally in the same fashion. If TV Everywhere takes hold then, it will do so with cablers and broadcasters in lockstep. At the end of 2012, 90% of North American service providers offered TV Everywhere services, Parks Associates said in a recent report.
As TV programming widens its reach to more devices, that migration raises the question of when and how ads will be seen and sold. For starters, many broadcasters have said they expect digital programming to be a larger part of their upfront presentations, while some broadcasters are even pitching digital fare during the current selling season. Univision even presented at the recent Digital Content NewFronts.
From the article, "Cable and Broadcast in TV Everywhere's Bed; In-Stream Engagement Strong" by Daisy Whitney.
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