Key execs are searching for ways to drive viewers to their websites and TV channels.
Some networks said their online strategies involve trying to stay ahead of video pirates who upload broadcast content online just minutes after it hits the airwaves.
The culprits often post the footage on Google Inc.’s YouTube, the dominant video service in the new survey. YouTube racked up one-third of the estimated 10 billion views of online video in February, up from 15 per cent last year, according to comScore. ‘We still see our content pop up on YouTube,’ CNN.com executive producer Sandy Malcolm said during the broadcasters meeting. CNN is a unit of Time Warner Inc.
‘You deal with it,’ she said. ‘You try to work with them on rights and things, but I don’t think you can completely stop it. You just try to beat the tide and try to get your content out as fast as you can.’