AOL Time Warner Makes Programmes For Web Only

"AOL Tunes in Net Programming
Time Warner unveils Internet unit shows.April 18, 2007
By Leah Messinger
Time Warner on Tuesday unveiled a string of original programming to begin airing on AOL at the end of the year, the latest example of a traditional media company expanding in online entertainment.
But this time around, experts aren’t shouting about the death of cable and TV. Instead, they’re describing AOL’s efforts as necessary steps to stay relevant in what one analyst referred to as the “Post-TV entertainment paradigm.”
AOL’s newly unveiled lineup includes five online programs that will tie in with either cable shows, company-produced movies, or successful game shows. Specifically, the company will air an online version of the Gold Rush game show, an Ellen DeGeneres show tie-in, and a competition to win a tropical island.
The announcement follows last week’s partnership of CBS with Microsoft, Joost, Comcast, and others to distribute shows via a new Internet Audience Network. Last month, NBC Universal joined with News Corp. for an online video distribution network.
“You have to place your bets more broadly now,” said analyst Greg Sterling. He cited Comcast’s recent purchase of online movie ticketer Fandango as yet another example. Comcast also plans to launch Fancast this summer as a national entertainment site.
Analysts say AOL’s plan could make it more attractive to viewers. One aspect of that plan is to focus on original programming produced by the likes of Mark Burnett, DreamWorks Animation, and Endemol.
It’s not only about the big names behind the effort, but also that the site will feature original content. By contrast, the focus of CBS’ recent deal is on more widespread syndication of pre-existing shows.
Four out of five of the new programs are game shows, which are cheaper to produce. Analysts say AOL is likely to use the lower-cost shows to explore how willing viewers will be to get their TV from a computer. “They could find out much more quickly on the Internet whether these things will have traction,” said Mr. Sterling.
The most significant challenge may be for the companies creating the shows, which integrate advertising and combine community judging, social networking, and video.
“It’s a whole different set of players that we have to deal with,” said Endemol’s vice president of digital media, Jon Vlassopulos. He added that to develop the shows, his company is now actively seeking additional staff with more digital interactive and gaming experience." Red Herring