The tension between the online and traditional video dimensions came into sharp relief during an OMMA conference on video, reports MediaPost.
Where traditional video producers such as Disney want, and to a large extent need, to maintain control over their content online portals, those restrictions are increasingly removed in order to satisfy user expectations. The two key issues highlighted by panel members from Fox and other companies were monetisation and online pricing.
There is no easy fix that has been identified for the problem. Putting videos on sites like YouTube means the producer gives up a good portion of the ability to monetize that content. Keeping it on an in-house player means increased bandwidth costs as the programming draws more viewers.
Source: Marketing VOX