Showtime and Online Video: Controlling Cannibalization

Joseph Laszlo | April 04, 2007, 05:02 PM

I was observing in a meeting today that Showtime was making interesting use of Internet video to promote "The Tudors," which turns English history into a sort of soap opera. [Gawker coverage of the NY premiere]

Prior to the TV premiere, you could stream the first two episodes online at www.sho.com, but only expurgated, edited, TV-14 or whatever versions. No especially naughty bits.

David Card pointed out that this is the complete opposite to another trend exemplified SNL's humorous Justin Timberlake video--where NBC deliberately posted an uncensored version online, not the one that aired on TV.

This makes perfect sense for the premium cable channels. HBO and Showtime (etc.) will be a lot more attuned to cannibalization of the TV audience by Internet-delivered video than are the broadcast networks or even basic cable stations; at this stage it's not a good thing if someone cancels their HBO subscription because the programming is all on the Web. Coming up with a way to whet people's appetite, without giving them, say, "Henry the 8" or his assorted nubile companions' naughty bits, is a very smart strategy.