"Nobody knows what the business is": la huelga de guionistas pone en evidencia el presente del video online
En un interesantísimo artículo el Wall Street Journal desmenuza los elementos que entran en juego en la recién iniciada huelga de escritores: ¿es el tema estrella la cuota que los guionistas reciben por las ventas de internet, como ya reciben de las ventas de DVD? El talento quiere su parte del pastel, pero para sus interlocutores negociar este asunto es un verdadero problema por la falta de definición del mercado.
Estas citas concluyen perfectamente el estado «de expectativa» de esta industria que se renueva:
«We’re trying to create an economic model now for the various creative people to participate in, but nobody knows what the business is,» says Steven Katleman, a partner at law firm Greenberg, Traurig LLP’s Los Angeles office where the clients include writers. «Nobody knows what it’s going to develop into when it matures.»
The networks are sinking millions of dollars into building up Web distribution channels, where they can stream advertising-supported shows and movies free to users online. But to date the revenue from these projects has been negligible, largely because the Web video audience is still small and online viewing habits are still in their earliest stages of development.
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Studios and networks are still figuring out the form digital distribution will take. One big question revolves around whether the Internet will become more like the DVD model, with consumers buying content online to keep and watch when they choose, or more like broadcast television, with people watching ad-supported programming online free. The latest thinking has consumers watching more television online at no cost.
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If an advertising-based model prevails, as seems likely for television, it is far from certain how lucrative that will be. Currently, advertisers pay far less for the Internet than they do for network television. But that could change. The Internet offers advertisers the opportunity to target potential customers by age, gender or interests in a way they can’t do with television. Interested potential customers can click on links for more information. Conceivably, advertising on the Internet could result in more sales per ad viewed than television, with distributors one day getting a piece of the sales.
