Showtime & Comcast: Time to Show Free VOD

Showtime will be offering already aired programs from series as part of Comcast's relentless free VOD platform. Arguing that offering these samples may result in subs deciding to buy Showtime for more and current shows, this announcement demonstrates the power of Comcast's reach and focus on adding more and more free programming to its VOD servings. One question is: with Comcast's appetite and demand for more free VOD product, at what point can (and will) Comcast begin to transition to some mix of SVOD , allowing programmers to share revenue and receive some incentive to produce distinct and original VOD content.

I imagine a case can be made that the subscriber community first needs to better and more broadly understand and appreciate VOD before any effort at charging can begin. At present, getting the VOD message out beyond the industry and trades remains difficult. MSOs can cite numbers, yet I believe many subscribers still mix DVRs with VOD with the distinct nature of VOD remaining elusive. Beyond specific movie channels, the nature and potential of VOD still is largely unexplored territory.