Comcast Corp.

Case Solution

Anita Elberse, Jason Schreiber
Harvard Business School ()

In October 2006, Comcast executives entered into negotiations with broadcasters to expand the range of free network content delivered through their video-on-demand (VOD) service. However, the major broadcasters were unsure of the effect this would have on the typical “linear” audience for shows that air at the scheduled time each night, and feared that if that happened, their ad time sales would decrease viewership of television migrated to VOD. . How did Burke and Roberts convince the networks to partner with Comcast and distribute their content for free through On Demand? Or was it time for Comcast to reconsider its drive for “free” content and develop a different business model?

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