A new survey from Informa Telecoms & Media found that 75 percent of TV advertising and programming executives believe that their advertisers are willing to pay more to support online video with some guaranteed quality of service.
That is an interesting find that seems to put more faith in service provider networks than the open Internet, until you find out that about the same percentage of TV executives believe that the open Internet "will be adequate to support commercial online video services."
The execs also see device companies like Apple (Nasdaq: AAPL), Sony (NYSE: SNE) and Samsung, over-the-top firms like Netflix (Nasdaq: NFLX) and social networking outfits like Facebook as the ones who will convince advertisers and consumers to pay more for video.
It is ironic that the companies that will have to do the quality-of-service guaranteeing--or at least the guaranteeing behind the guarantees--are left out of the influencers' equation. In fact, the Informa survey found that current network operators will carry less weight in influencing advertiser and consumers to pay more. Well, at least the operators should be able to get their piece of the action from their content partners--the survey suggested content companies would be willing to pay operators more to guarantee high-quality video delivery.
-check out this Mediapost article
Cable ad spending was up in the first half of 2011
Cable networks saw bigger upfront commitments last year