Reprogramming gives way to video/music-on demand One studio exec confides "Video on Demand has been biggest initiative for the last three years and will continue to be soon .This will determine how the next generation of content delivery is produced .On-demand entertainment is basically the next step beyond pay-per-view.When individual can see or hear anything he or a=she wants ,at ant time with out having to use a VCR,an alarm clock or even Tivo(Tivo is a product that attaches to a TV and allows its owner to record any show at anytime with out a timer or Cassette).While Video-on-demand experiments have been launched unsuccessfully in recent years,the conventional wisdom is that they failed because the technology had not caught up to the concept.There is increasing evidence that VOD will be a critical point of all digital subscriber packages of the future ,in which case it will represent a tremendous shift in the current revenue stream of content providers.
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