TV Execs See Potential In Web Video

John Consoli

OCTOBER 02, 2006 -

Television executives not concerned that the Web video explosion is going to negatively impact traditional TV, and, in fact, see Web video as a way to get their programming more exposure. And even Web video executives agree with that assessment.

"[Web video] is definitely not a substitute for television," Jennifer Feikin, director, Google Video, told an audience at Wired Magazine's NextFest today, adding that it is something that can "whet the appetite for TV.

"There is room for both," said Jeff Zucker, CEO, NBC Universal, who joined Feikin on a panel entitled Television in the Age of Web Video. "[Web video] is not replacing the high-end, high quality programs on television. They are offering different experiences."

But Zucker also said the growth of sites like YouTube have TV executives saying, "I don't think we can ignore it, any more." He said the initial reaction was that people posting clips of network shows on the Internet was great promotion, "but then we said 'why don't we have the ability to do this ourselves.'"

NBC Universal and its station group recently began beta testing a new Internet platform, NBBC, that will allow Web site operators access to a free video player that will feature the ability to load content from NBC. Advertising will be sold by NBC.

"We don't want to compete with YouTube, but we want videos of our programming in as many places as possible, and we would like to do it ourselves," Zucker said.

Judy McGrath, Chairman and CEO of MTV Networks, said "the notion of exclusivity has blown up. It has no value. Any exposure [of music videos or a TV network's programming] helps. It doesn't hurt. It somehow rubs off on us. It's additive. It's the greatest thing that could have happened."