Iger
Chernin
Bewkes
Wright
SAN FRANCISCO -- Leaders of the TV industry's biggest content distribs championed the growth of cable and its role in a world of digital entertainment during Tuesday's closing session of the National Show.
Jeff Bewkes, chair of Time Warner's Entertainment and Networks Group; News Corp. prexy-chief operating officer Peter Chernin; NBC U prexy-CEO Bob Wright; and Disney prexy-chief operating officer Bob Iger discussed the advantages cable has as a content purveyor and focal point for new technologies. CNBC's Maria Bartiromo hosted the panel.
Bewkes echoed sentiments expressed during earlier sessions, saying that cable had a large advantage over telephone companies to manage new technologies and create a business by bringing them together in the right ways.
One topic of discussion was the growth of already-present DVRs -- initially considered a problem for both programmers and their clients on Madison Avenue, who fear the demise of the traditional 30-second spot once the majority of viewers are armed with a DVR's ability to fast-forward through commercials.
Bewkes called the crisis overblown and expressed optimism, citing the burgeoning Internet advertising business as evidence solutions can be found.
"What ad is easier to skip than on the Internet? Yet it's a very valuable business," he said.
Chernin agreed. In addition to investing in live programming such as sports, news and events -- content that viewers are less eager to record and store for later viewing -- Chernin said cable must be proactive in working with advertisers on how to sell ads in different ways. He pointed to Ford sponsoring the commercial-free premiere of the third season of "24" as one successful method.
Adopting a consumer point of view, Iger said his favorite new discovery is the pop-up blocker, an Internet device used to prevent ads in separate windows from showing up while surfing different sites.
He called the application sobering, in terms of similar advertising formats showing up on other media platforms. "It suggests a level of empowerment for the consumer," Iger noted.
Asked about the prospects of new FCC chairman Kevin Martin, Wright expressed confidence in the commissioner, whom he characterized as being sensitive to the issues at hand. He cautioned, however, against "Congress replacing parenting," saying it will be incumbent on Martin to make the savvy and necessary decisions to avoid that situation.
Chernin said regulation should fall on the shoulders of cable companies, but reminded the group that parents should be taking responsibility for what their children watch -- a comment that drew applause from attendees.
"We should make sure we don't run inappropriate content," he said, but parents need to do their part. He pointed to the vast arrays of parental control devices available, including the V-chip.
Iger maintained his position that the marketplace -- consumers and purveyors of content -- should self-regulate.
"(Disney's) taken an unpopular position. We believe looking at the way people watch TV, they don't distinguish between broadcast and cable," he said. If legislation is passed, he says he will only ask that the rules be enforced across the board.
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