Demanding Viewers Want to Know


I’ve been thinking a lot about video-on-demand
lately. I’ve also been using it. Both of
which put me in a very committed minority.

Olympics or HD cable shows crowding
your DVR? Nuke some recent ones and watch
them on-demand instead. Get to know where
they are, because it’s universally acknowledged
that VOD navigation is not very simple
or intuitive.

A friend who, like me, is a fan of The Closer
missed some recent episodes. My first thought
was to email her a link to TNT’s TV Everywhere
site, but we both have Time Warner
Cable, and TWC doesn’t have a deal to offer
it. Next thought was to ask if she’d checked whether she
had channel 1012, the entertainment on demand site, and
could do some catching up on Brenda Leigh Johnson’s end
game. Her response: “Holy (deleted), never knew I had it,
but it appears I do!”

Cox Communications president Pat Esser was on an
industry panel recently, talking about some
detailed customer research the cable firm had
done on what people do and don’t like about
their multichannel TV. “Video on demand,”
he said. “Those who use it love it. Those who
don’t use it, don’t understand it. We have more
education to do.”

Amen to that.

If you do wander into the VOD territory on
Time Warner Cable, it’s had some success getting
celebrities to pitch their on-demand wares, something
IFC Films honcho Jonathan Sehring has lamented
happens too infrequently (look up our
On Demand Summit coverage from June). There
was Bob Costas, the face of NBC’s London Olympic Games,
today, saying Olympics On Demand would have anything
you happened to miss. Look that up, too; the listings are laid
out helpfully, event by event.

Be demanding: Try it out, and let your provider what
you like or don’t. It’s worth a visit.