As consumers continue to cut off cable and satellite TV service in their homes, service operators have begun exploring ways to enhance their offerings to make them more enticing. Recently, Dish Network began integrating Google TV into their service, and now Comcast has begun testing internet integration with their set-top boxes.
The test of Comcast’s new "Spectrum" service, currently only offered in the Augusta, GA market, does not give users full internet access, but does integrate some video streaming and social networking features along with the digital TV programming and DVR. This allows users to search internet video streams through their televisions, and comment on social networks about the programs they view.
It seems that cable and satellite television providers are realizing that they need to evolve in order to compete with web streaming services. "We are testing many technological approaches to understand how best to meet consumer interests, and this small trial is one of those experiments," a Comcast spokeswoman told the Wall Street Journal.
Sam Rosen, senior analyst for ABI Research, points out that the cable companies have no choice but to evolve and join forces with the growing video streaming market: "If you don't put Netflix on your box, it is still going to get in the home, but it is going to be less associated with your brand."
Of course, if web streaming is something that Comcast is considering long-term, they may want to begin playing nice with Level 3, the company that now serves as the main content delivery network (CDN) for Netflix. Earlier this month, Comcast demanded to be reimbursed for the increase in traffic they must serve as a result of Level 3’s new contract with Netflix.
As the lines continue to blur between the internet and television industries, we will likely see more squabbling of that nature between corporations on opposite sides. This sounds like as good an argument as any for the speedy implementation of Net Neutrality regulations.
