NBC has officially exited Apple's iTunes and is readying to take its heavily criticized site, NBC Direct out of beta with a much improved interface and back end.
Most significant is the decision to go with New York based P2P network operator, Pando. The idea of a big content brand even touching a peer to peer technology would have been inconceivable a few years ago. P2P was of course the favored technology for sharing/stealing media--a sharing which the content owners vigorously litigated against.
But as demand for video surged and Â bandwidth availability and cost became problematic the idea of utilizing idle bandwidth has become more and more acceptable. P2P provider Pando is expected to get the nod to be part of the distribution platform NBC goes with when the site moves from its beta phase which will make NBC the first US broadcaster to adopt the technology.
Pando has been playing in the consumer P2P space for a couple of years now, navigating the often tricky bit torrent world which can see very different results depending on flavors of firewalls and country protocols. An indicator of just how much traffic is now moving in the P2P world is that Pando now moves 140 terabytes a day from the 14 million consumers apps which have been downloaded.
With NBC now off iTunes, NBC is under pressure to get NBC Direct up and running. The site has beenÂ pilloried for its obvious inadequacies.Â
Cable giant Comcast has struck recent consumer backlash and a legal writ after admitting it restricted P2P traffic as part of what they called general network management.
A recent study found P2P traffic represented more traffic on the Internet than all other applications combined and that 95 percent of all night time traffic in eastern Europe was coming from P2P networks.
- The business of video has a report