CASE STUDY IPTV vs CH9
Australian commercial networks are conscious of their ratings and market share as it can heavily impact their advertising rates and ultimately affect their revenue.
This was highlighted by a 2006 case study involve Channel Nine Network, who tried to challenge a small Electronic Program Guide (EPG) provider called ICE TV from copying station-programming schedules so they could use them in their guide to pick and choose programs to record for later viewing at the users discretion. Channel Nine went public, claiming that these schedules were covered by copyright, when in fact it was relative to broadcasters being unable to guarantee their investors prime advertising space, that was optimised to reach their target markets. After 3 years of appeals, counter appeals and a hefty sum of legal fees, the higher court ruled in favour of ICE TV and frowned upon Channel Nines efforts to "impose tighter controls on viewers". |
This case study is the perfect launch into our present state, as it quite obviously displays the broadcasters initial opposition to the onset of on-demand technologies from its early fruition.
Considering our current technological standpoint, with Channel Nine now having "Ninemsn video catch up", along with other networks involving 'ABC iView' and Channel 7s 'plus 7’ - "It is evident that new media are now recontextualising television, changing what it is that television can do, for whom it can do it for, and under what conditions" |