In our recent post on Pirated TV we talked about the need for BitTorrent to go beyond the geek community. Now Om Malik points us in the direction of some new software that's making the whole area easier to use - Myth TV, Videora - and the NY Times does a good piece on the implications. (Registration required)
Two things jump out for us - firstly the CBS research that says people will pay $1 for a (VOD) video on demand programme without ads - and only 50c for one with ads. That is an equation with big implications; the standard way of costing advertising is cpm/cpt - cost per thousand viewers. There is no advertising that will pay $500 per thousand for TV airtime so it looks like VOD will be an ad free zone.
Second is the big numbers involved (20million downloads of BitTorrent) showing just how attractive this whole area is to the average punter - when you can get TV as easily as you can get music we forsee huge demand. And we also think that the TV companies ( or new players) - will be smarter about this than the music business was - as our December post on IPTV discussed.
But on the positive side as people start to become used to searching for video content on the web there's the opportunity to provide great content that is relevant to your brand. As Seth Godin asks will Toshiba provide a how to guide to their new music server?. And who'll have the courage to make interesting ones.