What Surprises Veteran Content Company Executives

From cutting content deals to multiplatform distribution to changing video-consumption models, you might think content and cable company executives have seen it all, but you may be surprised by what surprises them.

“I was amazed how easily video-on-demand worked from the outset. Sure, there were more screens, but it was simple to use,” said Robert Clasen, president and CEO, Starz Entertainment, speaking after a panel discussion Wednesday entitled, “Behind the Screens: Who’s Watching What, Where and Why."

Adding to those comments, he added: “Content is king, but convenience drives adoption.”

Josh Sapan, president and CEO of Rainbow Media Holdings LLC, which owns a wide array of programming, including a long list of movies, said he wasn’t exactly sure how iPod users would embrace the ability to download movies and watch them on the popular portable media devices. “I’m chronically surprised,” said Sapan. “I heard a stat that 100 million iPods have been sold and that 40 plus percent of them have downloaded music. People seem to be comfortable with the notion of downloading, but I’m astounded by how many people by our movies to view on their [video] iPods.”

Randy Freer, an executive with Fox Sports Cable Networks, explained that his company executives were surprised about how much more effective it can be to focus on one core function. “When we focus on the consumer instead of on distribution, we create much better products and that’s something we better not forget,” Freer said.

The sports content executive also expressed surprise over how consumers react when one company wins a coveted sports programming deal, as was the case with DirecTV, which landed the exclusive rights to air out-of-market professional baseball games from Major League Baseball. Consumer uproar and threats by legislators to investigate the situation are credited with MLB expanding its deal to provide the baseball game content to other providers as well.

“I was surprised by the Major League Baseball Extra Innings debacle,” admitted Freer. “The government was going to get involved for 200,000 to 300,000 people. When high-value sports content becomes available, we all go after it.”

Starz Entertainment www.starz.com
Rainbow Media www.rainbowmedia.com
Fox Networks. www.fox.com
DirectTV, Inc. www.directv.com
Major League Baseball www.mlb.com

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