The TV Industrial Complex Fights Back With More VOD, Better VOD Ads

The traditional TV industry may be reaching its apex, at least when it comes to ads. But the TV Industrial Complex won’t go down without a fight. Two of the weapons they’re using: “Stacking rights” and “Dynamic ad insertion.” These are boring words for relatively basic ideas, but they’re still important for TV programmers and pay-TV providers.

Here’s why:

• Stacking rights just means “the ability to show viewers the entire current season of a show, instead of just the last few episodes, via video on demand systems.”
• Dynamic ad insertion just means “the ability to put new, relevant ads into video on demand repeats, instead of musty spots that we loaded into the system weeks ago.”

So in this case, what this means is: Comcast will have the ability to show every episode from the current season of some of Turner’s shows, like “Falling Skies” and “Robot Chicken,” on video-on-demand. And it will have the ability to put new ads into those shows when you watch them.