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Comcast in late June announced a new venture, "On Demand Online," a service to make television content available over the Internet exclusively to Comcast cable subscribers as part of the four-month-old "TV Everywhere" partnership Comcast has with Time Warner.
At the time, Comcast said it would begin piloting the online service in July to about 5,000 subscriber households. As of this week, Comcast has no less than 23 networks on board for the trial -- including CBS, which confirmed Tuesday that it would become the first of the major broadcast networks to join previously confirmed television content providers such as HBO, Cinemax, TBS, TNT and Starz in trying out Comcast's model.
"CBS and Comcast share the same vision of giving consumers more -- more content, in more places," said Matt Bond, executive vice president of content acquisition for Comcast Cable, in a statement. "On Demand Online is a major step in extending consumers' television experiences online, and ultimately, across platforms by giving any television network, including top brands like CBS, the ability to make their content available on the Web."
Comcast's trial program is the first of its kind for a cable provider -- a move seen as a counterstrike against increasingly more popular online video sites such as Hulu and Veoh, which offer some television content for free.
The goal under the Comcast model seems twofold: to acquiesce to the growing demand for television content, on demand, over the Internet, and second, to sustain some kind of fee structure -- offering the content to paid subscribers only -- to keep that online content from becoming totally free.
Under the program, Comcast subscribers will be asked to log into www.comcast.net or www.fancast.net to access the online shows, movies and other content.
The list of TV programmers that are participating in Comcast's trial includes A&E, AMC, BBC America, CBS, Cinemax, DIY Network, Fine Living Network, Food Network, Hallmark Channel, HBO, HGTV, History Channel, IFC, MGM Impact, Sundance Channel, WE tv, E! Entertainment, The Style Network, G4, Fearnet, TBS, TNT and Starz.
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