AOL Moves Quickly into Webcasts

The rapid growth of webcasting, especially simulcasting of broadcast/cablecast shows, is shown by this story on the moves by AOL into the webcast market. While issues will likley remain regarding contractual limitations arising out of affiliate deals with cable operators and programmers regarding simulcast and webcast content, if the viewers of webcasts grow and can be quantified, the advertising and pomotional opportunities will become increasingly attractive and valuable. In time, exisiting simulcasts will be replaced by time-shifted webcasts and unique and special content created exclusively for the web. Such content may well be in connection with broadcast and cablecast shows that have name/brand recognition, but the web will be another source of video in competition with "traditional" media. Every content owner needs to plan for this market and get content ready to offer the broadband marketplace.