Guys like Eisner are fashioning themselves as the cable channel programmers of the future. Understanding that the web video audience will explode once more people watch web video via TV, they’re getting their creative assets ready. Right now, Eisner’s participating in the Digital Content NewFront, a web video version of the TV upfronts.
The big question, of course, is how to position your web video so you have enough market share when the eyeballs shift. Of course, there’s always the threat that broadband providers will make internet video cable TV all over again, which wouldn’t be fun, would it?
Given that possibility, let’s play a game in the comments called “anything can happen.” I’ll write a few possibilities to get us started. 1. Google strong-arms cable MSOs into using YouTube as the default internet video channel guide. Everyone clamors to make YouTube partnerships. 2. TV channel guides are replaced by a customizable search homepage where you can add your favorites. Cable operators sell positions on the homepage, effectively turning them back into channel guides.