Executives admit that TV isn't everywhere yet
Comcast Corp. CEO Brian Roberts gestures as he speaks during The Cable Show 2013 convention in Washington, Tuesday, June 11, 2013. TV was supposed to everywhere by now _on your smartphone, on your tablet. Your favorite shows were supposed to be watchable anytime, anywhere. But four years into the industry's effort network executives speaking at an industry conference this week readily admit: TV isn't everywhere. The promise of "TV Everywhere" has been a key strategy in the pay TV industry's fight to retain customers in the face of challenges from online video providers like Netflix. Yet many rights deals still haven't been worked out. Most importantly, audience ratings firms have been slow to encourage advertisers to make the move to mobile. (AP Photo/Susan Walsh)
WASHINGTON (AP) — TV was supposed to be everywhere by now — watchable anytime, anywhere, on your smartphone or tablet. But four years into the industry's effort, network executives readily admit: TV isn't everywhere.
The promise of "TV Everywhere" has been a key strategy in the cable and satellite TV industry's fight to retain customers in the face of challenges from online video providers such as Netflix.
With TV Everywhere, customers who pay for packages with hundreds of television channels are supposed to be able to watch them on mobile devices and computers as well for no extra charge. That perk is meant to make pay TV packages seem more worthwhile and keep customers from defecting.
Yet many rights deals still haven't been worked out. More important, audience measurement firms have been slow to count viewing on mobile devices, so advertisers have been reluctant to pay as much for commercials on phones and tablets compared with television sets.
"We either don't get any credit at all, or if we do get credit it's at a fraction of what we would have gotten if they first watched it live on the TV," Ron Lamprecht, NBCUniversal's executive vice president for digital distribution, said during a panel at The Cable Show, an industry conference this week.
This gap in ad revenue has created a kind of chicken-and-egg scenario. Networks and pay TV providers aren't able to offer as many shows online because they don't want to spend too much for rights without knowing they can make their money back. So, viewers can't reliably find their favorite shows online and don't use the services much.
That also makes TV Everywhere seem inferior to online video services such as Netflix, which has a smaller range of fresh content but makes those shows available on multiple devices, whether inside the home or not. The knowledge that their content is available truly everywhere makes the extra monthly fee of $8 a small price to pay.
Currently, most network shows that are made available on mobile devices through TV Everywhere are watchable only through a viewer's own home wireless network — not at a friend's house, not at a bus stop, not at church.
Sometimes, a network's shows will be available that way only to customers of certain pay TV operators.
Adding to the confusion, both pay TV providers and individual networks offer their own apps. The ones from the providers, such as Xfinity from Comcast, offer hundreds of channels, but only in the home. Ones from individual networks allow for viewing elsewhere, but only if the provider has reached a deal with that network.