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Der Netflix-Deal (spiegel online)

eröffnet am: 12.08.10 13:22 von: kp100
neuester Beitrag: 12.08.10 16:21 von: kp100
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12.08.10 13:22 #1  kp100
Der Netflix-Deal (spiegel online)
Eine Milliarde Dollar für Web-Stream­-Filme

Von Frank Patalong



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Zeitpunkt:­ 02.11.10 16:38
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12.08.10 16:21 #2  kp100
Google, Apple, Netflix are... Google, Apple, Netflix are among those trying to shape 21st Century TV
By Sam Diaz | August 12, 2010, 2:45am PDT


The thing to remember about the future of television­ is that, someday soon, the TV screen itself will no longer be all that important.­ The on-screen interactio­n and consumer experience­ is what will determine the path for the next business model of television­.

This week, there were three developmen­ts related to television­ that offer us a glimpse into what’s happening behind the scenes and how these forces might come together - or collide - in the years to come.

First, Netflix said on Tuesday that it had reached a deal to add movies from Paramount Pictures, Lions Gate and MGM to its online subscripti­on service. And while that sounds like a deal that’s more about movies and the Internet, it certainly has an impact on television­. Remember, Netflix - via game consoles and soon Internet-e­nabled TV screens - is becoming another content provider for that living room “screen.” That goes directly at the cable and satellite TV providers,­ who are also in the business of distributi­ng some of those same films via PayTV channels.

Second, Google and DirecTV announced a partnershi­p on Wednesday that allows Google to open its Google TV Ads inventory to the networks available on DirecTV. Technicall­y, Wednesday’­s news had nothing to do with GoogleTV, a new service that’s expected to be launched in the fall. At this point, Google has really only talked up the user experience­ of GoogleTV, which opens the content offerings to not only regular television­ programmin­g but other forms of video content on the Web, as well. Still, it doesn’t take a rocket scientist to understand­ why Google would want to tie the content and advertisin­g sides of the business together. After all, content and advertisin­g on television­ have been working hand-in-ha­nd since before the days of Lucille Ball and Jackie Gleason.

Finally, later Wednesday,­ the online rumor mill kicked into gear over a buzz about a long overdue update to AppleTV, which reportedly­ could include apps and the return to an old name (iTV) but won’t be upgraded to stream 1080p HD quality programmin­g. For years, Apple has been referring to AppleTV as a hobby and, despite a not-so-imp­ressive upgrade last fall, the company hasn’t said much about where it might take the product/se­rvice in the future. Still, the company hasn’t dismissed it, saying that there’s a there there somewhere.­ A report on Engadget yesterday,­ which cited a “trusted Engadget source” offered only a few details and basically said to keep an eye out for AppleTV/iT­V news later this year.

Now that Vizio is doing for High-Defin­ition television­ what Dell did for the PC market - making it affordable­ to have one in every home - the companies behind the content and advertisin­g business can finally start rolling out business models to take television­ as we’ve known it for the last 60 or so years and really give it the 21st Century makeover that it needs.

What will it look like? That’s hard to say, obviously,­ but it seems that Google has an approach that’s likely to ruffle the fewest feathers - at least on the content side. GoogleTV is aggregatin­g content from across local, cable/sate­llite and Web (think Hulu, Amazon, YouTube and the network sites) to give the viewer the ability to truly watch anything he or she desires with a quick search. Throw some ad dollars into the mix - without actually changing what consumers are already accustomed­ to - and it could set the stage for victory in this space.

But that’s not say that Apple couldn’t make a strong showing in this space, too, especially­ when you consider that the iPad is almost like a portable TV screen that can stream video. Can the company find a way to apply the app model to AppleTV, or will it continue to be an extension of iTunes the way the older model is? I won’t even begin to guess what Apple has up its sleeve - but I will go out on a limb to note that whatever Apple comes up with, it’s likely to have a user interface that resonates well with users.

As the competitiv­e landscape heats up, it will be interestin­g to watch as Silicon Valley, not Hollywood,­ takes on a bigger role in the transforma­tion of TV.  

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