Imagine a day when you would be in total control of creating your own TV channel lineup.
Instead of subscribing to a service from a cable, satellite or phone company that might offer you hundreds of channels you'll never even watch, you would be able to select what you want and watch it on your own schedule.
That day might not be so far away. Slowly but surely content that's broadcast over cable networks and through satellite providers is being distributed through the public Internet.
In terms of the technology, all the elements are falling into place to deliver high-quality video from the Net directly to viewers in their living rooms. Software has been developed to ensure the quality of video distributed over the Net. And companies such as Microsoft and Cisco Systems' Linksys home division are developing products that enable Internet video to be viewed on TV sets instead of only on PC screens.
But so far, content providers are treading lightly as they open new Net-based distribution channels. For example, Comedy Central's new MotherLoad Web site, which launches next week, will offer only select clips of content rather than the full range of programming available on Comedy Central's cable channel.
It's easy to see how the old model for TV might evolve and adapt to distribution on the Net as the necessary technology makes its way into the home.
"Producers of content want as many forms of distribution as they can get to reach their audience," said Vito Palermo, founder of a start-up called Portola Networks, which is in the early days of developing technology for content providers to manage the distribution of their content over the Web. "They would love to cut out the middlemen, but the economics must be compelling. Technology is an enabler, but there are a lot of other dynamics around consumer behavior and the business model that need to be in place first."
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