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Technology Stocks : Gemstar Intl (GMST) -- Ignore unavailable to you. Want to Upgrade?

To: tinkershaw who wrote (6373)	3/14/2004 1:20:18 PM
From: tinkershaw	Read Replies (1) \| Respond to of 6516

I left out another type of Showcase type advertising that should also prove valuable and effective. It works like this, using Coke as an example. On the Guide will be an ad that displays Coke presents the Rolling Stones in concert, as an example. You click the ad and it takes you straight to the VOD (either live or on replay) of the Stones concert, with all the usual Coke sponsorship items in the background, etc. With PVRs and channel surfing, these are the sort of things where advertisers will go to in the future. And this will be directly accessed from the Guide. It would seem then that the VOD feature of digital cable is also a key enabling technology for much of the power of the Guide as an effective advertising tool. The question still begs though, okay, GMST will get the revenue for the "Coke presents" ad on the Guide, but will it get a cut of what it cost for Coke to get, say, Comcast to put it on its VOD list to begin with? Lots of complex issues, new business models, etc., but this is the sort of (along with my last post), the very compelling opt-in as well as perpetual see whether you want it or not perpetual branding advertising that the Guide enables. Value chain still needs building as the VOD of Comcast, for example, is still not always reliable in my area, along with making the sale to Madison Avenue, which I think TiVo is taking great strides in doing at present. Pioneering the way. But that is where the Guides are going I think, but how long it takes us to get there? But when we get there you can see how it is a very compelling product promotion and branding tool. Tinker