Case | HBS Case Collection | June 2007 (Revised April 2010)

Comcast Corporation

by Anita Elberse and Jason Schreiber

Abstract

In October 2006, Comcast executives had entered negotiations with broadcast networks to broaden the selection of free network content distributed via its video-on-demand (VOD) service. The major broadcast networks, however, were unsure of the effect it would have on regular "linear" viewership of programs airing every evening at their scheduled times, and feared that if television audiences migrated to VOD, their revenues from selling advertising time would decrease. How could Burke and Roberts convince the networks to team up with Comcast and distribute their content via On Demand free of charge? Or was it time for Comcast to rethink its push for "free" content, and craft a different business model?

Keywords: Marketing Strategy; Product Launch; Consumer Behavior; Competitive Strategy; Technology Adoption; Media and Broadcasting Industry; Motion Pictures and Video Industry;

Citation:

Elberse, Anita, and Jason Schreiber. "Comcast Corporation." Harvard Business School Case 507-080, June 2007. (Revised April 2010.)