Video-on-demand could be called child's play at the moment. Kids' programming represented 24% of total free VOD orders in the first five months of 2007, behind music and movies, according to Rentrak. TV executives believe this is the start of something big. Viewers are eager to see the primetime shows already appearing in cable systems' VOD packages. Equipment makers predict a surge in the hardware needed for storage and dynamic ad insertion. But VOD ad dollars represent a fraction of advertiser spending on TV. Can networks, advertisers and TV distributors make VOD profitable?
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