Analyst: ‘TV Everywhere’ Antidote to Hulu

By : Erik Gruenwedel | Posted: 27 Oct 2009
egruenwedel@questex.com

The perceived threat posed by online repurposed TV show aggregator Hulu and other Internet video providers is driving cable operators to accelerate the development of TV Everywhere, according to a new report.

The brainchild of Time Warner CEO Jeff Bewkes and cable operator Comcast Corp., TV Everywhere would allow consumers to have free access to repurposed TV content across multiple platforms provided they subscribed to the content some where along the distribution channel.

Light Reading, a New York-based online media research company, said the success of TV Everywhere would depend on the commitment from all of the involved players, including cable operators and content creators.

The report said cable is a long way off from full IPTV delivery of its video channels, and current IPTV technologies face significant challenges. The study said cable operators and suppliers must implement hybrid solutions that support a consumer migration to more IP video and foster an exploration of the advantages of all-IP, multiscreen delivery.

“TV Everywhere has moved from the confines of back-office discussions to become the hottest issue in cable,” said Craig Leddy, research analyst with Light Reading and author of the report. “Amid the increased flow of TV programming to over-the-top Web sites such as Hulu, U.S. cable operators are concerned about free consumer access to the cable programming for which they are paying a license fee.”

Co-owned by NBC Universal, the Walt Disney Co. and News Corp., Hulu continues generate significant media attention and traffic, while producing incremental ad revenue repurposing TV content.