Online video distribution is key to broadcasters finally getting a second revenue stream like cable enjoys, and viewer "authentication" is crucial to making it happen, according to David Poltrack, chief research officer, CBS Corp., president, CBS Vision.
Poltrack's detailed and data-driven presentation at the TCA press tour here Aug. 3 underlined reasons why CBS's online video strategy has seemingly had more in common with cable companies than its broadcast network brethren. Simply put: CBS wants to be paid for their content like cable networks are.
"Right now no one is paying for our content. It's all free," Poltrack said. "Cable authentication essentially establishes the process."
CBS is the lone broadcast network holdout from joining Hulu, in which News Corp., NBC Universal and now Disney are partners. It is also the first and only broadcast network to have joined a trial with the online video authentication initiative TV Everywhere, which cable companies have championed.
In fact, Poltrack added, CBS "would argue we should be paid for the cable coverage of our content."