Television is changing and adapting to accommodate consumers’ desire for binge-watching and on demand television shows. As a result, Comcast Corp. (NASDAQ:CMCSA) is changing commercials to adapt alongside television’s evolution, according to Reuters.
As the largest cable provider in the U.S., Comcast is understandably anxious to keep advertising relevant in television. It’s newest attempt to do so has older television episodes being edited to include new ads. This could aid shows in obtaining revenue from advertisement. Past season are often available commercial free from services such as Comcast-owned Hulu and major online streamer, Netflix (NASDAQ:NFLX). Still, for seasons coming out with new episodes, most are only available via cable boxes, iTunes, and network websites. There are less commercial free options for the more recent seasons.
In the past, Reuters reports, networks only made money on advertisements for live showings and views for three days following the first showing of an episode. Comcast may alter that with its new advertisement capabilities. This would aid networks in making more money off of television shows. The new technology would only work for broadcast TV networks at this time though, because other platforms allow viewers to fast forward through commercials.