At last month’s CTAM Summit in Denver, Time Warner Cable executive Peter Stern mentioned that the nation’s second-largest cable operator was working on the next step for subscribers after Start Over and Look Back.
On Channel On Demand is very early in its development stage, according to Time Warner Cable spokesman Justin Venech, but it will help subscribers find relevant on-demand content while watching a specific channel without toggling back and forth between linear TV and the VOD menu.
Stern, Time Warner Cable’s executive vice president and chief strategy officer, said On Channel On Demand “takes the VOD experience and puts it on programmers’ channels so we build brand and build loyalty.”
On Channel On Demand will bring up a pop-up menu while a subscriber is viewing a specific channel that shows similar content that is available in Time Warner Cable’s VOD tier. From there, viewers press a “Select” button, just like they currently do with Start Over, and will do with Look Back.
The end result is that subscribers can cut through the clutter to find the programming that they want more easily. At the CTAM Summit, Stern maintained that viewers are turning to the Internet for video content because they can’t readily find what they want to watch on their TVs.
Venech said there’s no launch date for On Channel On Demand, but talks are underway with programmers. Time Warner Cable is also working on getting more programming Start Over-enabled and increasing the time frame from 24 hours to three days on Look Back, the latter of which is in the early stages.