Out in Front

As video migrates to the Internet, content owners and distributors must act fast to avoid the Napster-like scenario. That was the message from a panel of 4 female techies at WICT NY’s executive luncheon Wed. “You have to get out there in front of what’s coming,” said Elizabeth Schimel, svp, entertainment at Comcast Interactive. In addition, advertisers are shifting money away from TV as they flock online, said Quantum Media principal Erica Gruen, because the Internet is “so darned efficient.” Beth Higbee, svp/gm of emerging ventures at Scripps Networks, said nets may need to increasingly try new models (such as transaction fees vs traditional ad buys) as they offer new online content and services. She also cited Google’s efforts to make Internet ads more flexible and interactive, which “increases our advertising distribution, but it also means we don’t control everything.” One game changer could be dynamic ad insertion on VOD, which could enable Internet-like placement flexibility through the TV platform. “That will be one of the big things that tips this industry,” said Tara Walpert, president of Visible World.