Comcast, the nation's biggest cable provider,
is about to usher in a sea change for television through technology called "authenticated streaming." It is expected to launch nationwide to 15 million customers before Dec. 11.
In short, this technology will allow you to watch television programs on your broadband-connected computer. Not every channel will be available, but lots of them will be, including CBS, HBO, TNT, TBS, Discovery and various Scripps networks. The service will be free to Comcast cable subscribers, which gives cable a big leg up on satellite delivery services.
NewTeeVee.com quoted Comcast Interactive Media President Amy Banse saying
the service will allow users to watch the programs they want to see "on demand." "The key to the On-Demand Online service is not that users will be able to access content on their PCs, but that they will be able to view the content whenever and wherever they want, according to Banse. 'Users are not as interested in the online portion, as they’re interested in it because it’s on demand,' Banse said. 'We think they should be able to access or consume it where they want and where they want it.'
"Despite the growth of online video services not tied to cable subscriptions, Banse said she didn’t see very much actual cord-cutting happening. While some in the industry talk about online video cannibalizing traditional TV services, Banse suggested that online services and cable services will continue to coexist."
You cannot overestimate how much of an issue this could be for television stations. Comcast will be able to bypass the local stations and go straight to the viewers, who will be able to watch what they want when they want on any connected laptop.
MultiChannelNews.com said
Comcast will allow access to the Internet-video service from up to three computers both inside and outside a user's home:
"The operator has not disclosed how many ads will run in the On Demand Online content but previously executives have said that decision will be left to the programmers. 'We're in the first inning on that,' Banse said. 'You're going to see different programmers play with different ad loads. And we're all going to find out based on consumer reaction what the appropriate ad load is.'
"Initially the operator had indicated the service would be available only within a subscriber's home, authenticated via the cable modem, because it 'didn't want to squeeze too much toothpaste out of the tube before we were comfortable' with the technology, said one Comcast executive, speaking on background."
