NBC's Break From iTunes

Paper Summary:

The paper discusses NBCs' move away from iTunes and the loss of popularity this entailed for NBC. The paper relates that NBC now had to consider its own digital forms of content distribution and look for content distribution approaches that capitalize on their core strength of advertising revenue-based business models. The paper describes the steps necessary for NBC to be successful with its own online initiatives of NBC Online and Hulu.com and in retaining fans and their interest.

Outline:
Introduction
Effects on Ratings and Popularity of NBC Shows
NBC's Response to Apple's iTunes: NBC Direct
Boosting Ratings with Digital Content

From the Paper:

"NBC's decision to discontinue its relationship with Apple regarding the distribution of its popular television shows is symptomatic of the evolving conflicts between content providers on the one hand and device manufacturers on the other. NBC executives contend that Apple's commoditization of the music industry will not happen to television programs, as far as NBC is concerned (Rebecca Dana and Nick Wingfield, A3). NBC also contends that Apple's approach to implementing privacy and Digital Rights Management (DRM) are insufficient to protect the video content that NBC until this month, have sold on the iTunes site."

Sample of Sources Used:

• "breakingviews.com / Financial Insight: NBC Starts an Apple iDuel; GE Unit's Pulling of Content For Downloads Might Be Just a Bit of Brinkmanship " Wall Street Journal [New York, N.Y.] 1 Sep. 2007, Eastern edition: B.14. ABI/INFORM Global. 12 Nov. 2007 http://www.proquest.com
• Joshua Chaffin (1). "NBC Universal in dispute over iTunes Contract: [LONDON 3RD EDITION]." Financial Times [London (UK)] 1 Sep. 2007,18. ABI/INFORM Global. ProQuest.12 Nov. 2007 http://www.proquest.com
• Joshua Chaffin (2). "TV networks flex web muscles :[LONDON 2ND EDITION] " Financial Times [London (UK)] 24 Sep. 2007,26. ABI/INFORM Global. ProQuest. 12 Nov. 2007 http://www.proquest.com
• Rebecca Dana and Nick Wingfield. "Apple to Pull NBC Shows From iTunes In Spat Over Pricing of TV Programs" Wall Street Journal [New York, N.Y.] 1 Sep. 2007, Eastern edition: A.3. ABI/INFORM Global. ProQuest 12 Nov. 2007 http://www.proquest.com
• Knight Ridder News Service. "NBC takes on iTunes with a new download service for TV shows. " Knight Ridder Tribune Business News 20 September 2007, pgs. 1 - 4 ABI/INFORM Dateline. ProQuest 12 Nov. 2007 http://www.proquest.com

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