Article: VOD: How High is Up?(Industry Trend or Event)

Making Sense of the VOD/SVOD hybrid

Cable operators are entering an interesting 18 months where they'll get to play with video on demand and subscription video on demand services.

Over the next year and a half, operators will be testing a variety or programming, marketing, packaging and technological schemes to determine what's the proper VOD/SVOD mix in their future interactive video offerings.

There is little doubt among operators that VOD will work. The question is how high can operators drive revenue? A corollary question is the role SVOD will play in a VOD world.

PPV and home video provide an important early lesson. Hit movies ...

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