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Repurposing older content is just one way networks and portals are retooling television with a new digital mind-set. Newer shows are another matter. "We call it 360 development," says Jeff Gaspin, president of cable entertainment and digital content for NBC Universal. "We now look at every show's potential for wireless, online and other new media." The Tonight Show with Jay Leno, for instance, has an "embedded" writer-producer whose job is to focus on the best bits for nonbroadcast platforms. In dramas, Law & Order producer Wolf envisions shooting more close-ups to accommodate smaller screens, as well...
...phone mini-programs meant to promote existing TV series and provide new income streams. This year cell-phone entertainment and information revenue is expected to top $34.6 billion worldwide, up from 2005's $27 billion, according to the Yankee Group research firm. CBS and Fox are marketing mobile-phone content directly to consumers, bypassing tie-ins with wireless-phone companies. CBS is selling news and Entertainment Tonight video "alerts" for mobile phones, while Fox Corp. has opened a new "mobile storefront" called Mobizzo to sell clips...
...could take half a decade before the winners and losers of this battle emerge. One prevailing paradigm, from analyst Josh Bernoff of Forrester Research, forecasts cable firms and Web portals as most "promising" because consumers look to them for both onscreen and online content. His studies indicate that cell-phone content may become way too pricey for most consumers. The right mix of advertising with video on demand, he contends, stands a good chance of breaking out as the biggest earner...
...have to give better experiences for people when they turn on the radio. That's content driven. And we have to figure out ways, which we have, to put our content into other devices: cell phones, online...
...Certainly there will be a drop [in the ratings]. The good news is we're getting a lot of new advertisers that would not advertise in Howard's content. We're cautiously optimistic...