Following the lead of ABC and CBS, Fox has jumped into the online television with the launch of a trial initiative to stream primetime television programs online. However, they've taken a different approach than the other networks, distributing content through local Fox station websites. Nine stations are taking part in the trial, mostly in larger markets such as New York, Boston, LA and Washington.
I can see a few issues with the strategy Fox is taking. Firstly, I'm not convinced that distributing through local stations is the way to go. It's obvious they've taken this route because of advertising, allowing local stations to sell different ads. From a consumer perspective, however, I don't think many viewers are going to be looking for online versions of shows at these websites. Instead, they'll be going, for example, to the official Prison Break website, or to Fox's website. It's possible that Fox could see much lower online viewing numbers due to this strategy.
Another issue with Fox streaming is that they're using a proprietary streaming player that only works on a PC, which users must download. This is a big mistake. ABC has, in my mind, taken the correct approach by using a flash player that caters to a much larger audience.
Link via MarketingVOX.