Big Ten Net Providing VOD Offerings In Addition To Programming
Big Ten Network (BTN), in addition to "producing as many as five games each weekend," is providing Comcast and other MSOs with "70 pieces of [VOD] content each week, mostly clips from games and coaches' shows, as well as full-length programs," according to Jon Lafayette of TV WEEK. BTN "soft-launched its new VOD content on Comcast on Aug. 28," and the net is "customizing its VOD offerings by creating individual folders for each of its 11 member colleges." BTN Dir of New Media Michael Calderon said that the "user numbers are just starting to come in from Rentrak, which tracks [VOD]." BTN President Mark Silverman added that the net's VOD output "exceeded what any other channel makes available to operators." Lafayette notes the net is "helping to set the conference's new-media strategy at a time when sports rights are becoming increasingly valuable as viewing of other types of programming becomes fragmented and devalued by the effect of digital video recorders." Silverman: "This isn't just a TV network." BTN sees "better ad opportunities on VOD because of the way it turns around content so quickly," and Calderon said that because the net is "posting fresh content every week, advertisers who want to highlight specials and sales can get their messages up and down efficiently." With BTN completing carriage deals with Comcast, Time Warner, Charter and Mediacom ahead of this season, Silverman said that "viewership is up 2 1/2 to three times for football games, as best Nielsen can figure it out so far." The net also is "over-delivering on its guarantees to advertisers." Meanwhile, beginning with basketball season, BTN "plans to begin streaming 100 sporting events ... over the next 12 months, up from 10 in its first year." Games on broadband "will be offered free, supported by advertising" (TV WEEK, 9/15 issue).
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