The 'Anytime, Anywhere' Online TV Trend

By Greg Hernandez
Daily News

"Once people are at home, chances are if you have broadband access, you probably already have some kind of pay TV service," said Todd Chanko, an analyst for JupiterResearch. "And at the office, you might take a peek at something, but do you really have 42 minutes to sit at your desk and watch an entire episode of 'Lost'?"

One out of every 10 online consumers is watching television shows on a computer , according to a report released Wednesday.

Network evening newscasts and popular prime-time shows like "Desperate Housewives," the "CSI" franchise and "The Office" are the top draws online.

"Although online television viewing is not a widespread phenomenon, the proportion of users is likely to increase over time given consumers' penchant for entertainment," said Lynn Franco, director of The Conference Board, a worldwide business membership and research organization.

News, Entertainment Lead the Way
The Consumer Internet Barometer, produced by The Conference Board and custom research company TNS, surveyed the habits of 10,000 households. Of those one in 10 households cited, a third have multiple viewers watching TV shows via the Internet.

News broadcasts are the most-watched television content viewed online, with 62 percent logging on for that reason, while close to 50 percent go online for entertainment viewing.

More than three out of the five online viewers cited personal convenience as the major reason for logging on, along with portability and the ability to avoid commercials.

Catching up on missed content, previews, sports and watching entire episodes of shows are also among the top draws, according to more than a quarter of the users surveyed.

More to Come
Edye Twer, TNS' senior vice president specializing in the media and entertainment sector, said content providers that best communicate the value, context and capabilities of online programming will be positioned to grab the greatest share of this growing market.

Twer added that the results of the study represent "a larger trend toward 'anytime, anywhere' viewing that includes the use of digital video recorders, video on demand and portable video players such as the iPod."

Each of the big four networks has embraced free online viewing. This is key because, according to the survey, very few consumers are willing to pay to watch shows on their computer.

Everybody's Doing It
ABC.com has enjoyed the most success with such popular shows as "Grey's Anatomy," "Desperate Housewives," and "Lost." CBS.com offers up all three of CBS' hit "CSI" shows as well as the dramas "NCIS" and "The Unit," the sitcom "How I Met Your Mother" and the reality show "Survivor: Cook Islands."

On NBC.com, the hit comedies "The Office" and "My Name is Earl" are available as well as the new breakout drama "Heroes" and ratings-challenged new shows "Studio 60 on the Sunset Strip" and "Friday Night Lights."

With the new season of "24" not set to premiere until January, the biggest show on FOX.com currently is the drama "Prison Break" along with the returning drama "Bones."

Todd Chanko, an analyst for JupiterResearch , said Wednesday that "once you get past the novelty effect," it's difficult to determine how big online viewing can ultimately grow.

"Once people are at home, chances are if you have broadband access, you probably already have some kind of pay TV service," Chanko said. "And at the office, you might take a peek at something, but do you really have 42 minutes to sit at your desk and watch an entire episode of 'Lost'?"