The emergence of new technology means there are more ways than ever of distributing content. While some companies have been quick to respond and develop new ideas, others have become confused about what to do next.

Here are some examples of businesses that make new technology work for them.

BBC embraces new technology

Taking its role as a public broadcaster very seriously, the BBC is embracing technology to offer customers a new level of service - and make content available in new ways.

The BBC is going out of its way to make its content more accessible to viewers. Customers will soon be able to watch popular programmes up to 7 days after they air through a new broadband media player and the BBC is even running a 3 month trial of Push VOD that will send content straight to customers' TVs. What's more, they are now making content available to cable operators to offer on-demand - giving viewers the flexibility to watch their favourite shows whenever they want.

These innovations will continue to improve the BBC's reputation and the popularity of its shows. During the recent World Cup, the BBC showed many of the matches live on its website with unprecedented success - showing they have an excellent understanding of what their customers want.

Channel 4 gets 'Lost' and 'Desperate' online

Spring 2006 - In an innovative deal, Channel 4 secured the rights to make Buena Vista's hit programmes (Lost and Desperate Housewives) available for download on their website two weeks after being aired and also negotiated to sell the on-demand rights to cable operators. This deal was the first of its kind and shows how issues around content rights are changing.

Channel 4 has been quick to grasp the opportunities of new technology and alternative revenue streams. Since this landmark deal, they have expanded their online VOD content by launching 4OD - a service that allows viewers to watch hit shows online and on demand, furthering its plans to make content available 'anytime, anywhere'.

Soap goes mobile

Independent production company Mersey Television offers extra content of popular teenage TV show Hollyoaks on mobile phones and the internet.

'Weekender' offers exclusive Hollyoaks storylines straight to customers' mobile phones. Developed to complement the regular TV show, it runs alongside other special online products that contain round-up clips of each episode and extra behind-the-scenes footage.

This is one of the first times exclusive mobile and broadband content has been produced to complement a programme. It shows Mersey has a keen understanding of the Hollyoaks audience and how they like to be 'in the know' with their favourite show. But it also demonstrates how technology has created the opportunity for new, profitable services that didn't exist before.

TV gets physical

Early this year, US cable operators Comcast and Time Warner Cable joined forces to deliver a whole new concept to customers - on demand exercise TV. But this is VOD with a difference because it's completely free.

As the name suggests, Exercise TV offers a range of over 90 free fitness programmes at any time but the innovative part is the way it is funded. Instead of charging the viewer, Exercise TV makes its revenue through sponsorship deals primarily with US fitness guru Jack Steinfeld and sportswear brand New Balance.

The service has proved hugely popular with viewers who can now tone up whenever they want from the comfort of their living room. And with over 12 million programmes watched in the first five months since launch, the figures speak for themselves.

 

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