Compare the difference between TV and radio – “old media,” both.
As noted in the current issue of Entertainment Weekly, CBS Entertainment president Nina Tassler explains the spate of deals networks are making to put their programs on pay-per-view channels via cable, iTunes, or TiVo this way:
“Our focus is getting more exposure for our content.”
The belief being that this exposure will turn on viewers to programs which they will then watch on broadcast TV.
They are, in other words, spreading their content across existing channels in order to increase the popularity and penetration of that content.
Where all our recent effort is not to spread content across existing channels but to create a brand new set of channels, HD radio.
Which sounds like the wiser business model to you?