VOD Pumps Up Turner Dramas

摘要

THE NUMBERS were a bit of a surprise. About six weeks ago, Jack Wakshlag, chief research officer at Turner Broadcasting, noticed sizable increases in timeshifted viewing for original dramas on TNT, increases that were bigger than the growth in the number of DVRs. Wakshlag found increased time-shifting in homes without DVRs. "It was man bites dog," Wakshlag says. "How do you get time-shifting in homes withoutDVRs?" The answer is C3-rating compatible1'viewing on video on demand. Until recently, a lot of cable programming became available a week after it aired and appeared with few commercials. But a few years ago, Turner ran a test with Cox Communications that proved viewers would watch new shows even if they carried a normal commercial load and fast-forward was disabled.