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Panel: The Cloud May Help Consumers Pay

18 Jan, 2012 By: Chris Tribbey

Keeping packaged media and broadcasted content healthy businesses is a priority for News Corp. in 2012, according to Jon Miller, chief digital officer for the company. Now everyone just needs to figure out how to incorporate content in the cloud, without hurting those businesses, he said.

“How do we make sure we get more out to consumers … while still supporting the current business model?” he asked during a Jan. 18 panel discussion concerning the consumer opportunities for cloud content consumption and monetization.

While no one on the panel mentioned UltraViolet by name, PricewaterhouseCoopers shared data showing consumer recognition of the buy once, play anywhere digital cloud content initiative was up markedly after the Consumer Electronics Show. The fact that there are no added costs associated with accessing UltraViolet for Blu-ray Disc owners was another major positive, according to the data.

After all the UltraViolet news at CES, 28% of consumers interviewed said they would increase purchasing over renting content, if cloud consumption of their content is assured.

David Poltrack, chief research officer for CBS Corp. said major content distributors need to keep in mind that the dynamic of video consumption has changed. Video consumption no longer is directly tied to how many hours people spend in front of the TV.

“It’s always been a question of access,” he said. “Now we have universal access, and consumers love the concept.”

He said consumers already are used to the digital cloud concept with music, but less so with video content.

“What the consumer is very much resistant to is paying for the same thing over and over again,” Poltrack said, adding that universal cloud access also can help prevent piracy. “The only reason they go to pirated sites is they can’t get it [legitimately].”

Miller also shared his belief that the increasing number of devices that cater to cloud-based content will help push consumer acceptance of accessing content they own in the cloud.

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