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Back To The Future Of Television

I was among the first generation to 'cut cable'. The high, monopolistic prices, obnoxious commercial
The Marketing Brief
Back To The Future Of Television
By Rob Bettis • Issue #9 • View online
I was among the first generation to ‘cut cable’. The high, monopolistic prices, obnoxious commercials, and complex bundled offerings drove legions of folks just like me to pursue à la carte options through the internet.
These options were flexible, scalable, largely free of ads, and (particularly to those willing to share a login or two) incredibly affordable. The internet’s power to cheaply distribute media began winning out.
Still today, we see cable television power-houses like ESPN hemorrhaging subscribers and scrambling to salvage them through their own streaming package.
As trends continued, streaming options legitimized and users no longer need to share logins to gain access - they just subscribed instead. Shortly following that season of legitimization, the streaming fees for cable cutters began to stack up - Netflix, Hulu, HBO Go/Now, CBS, etc. Cable cutters quickly found themselves paying as much for a cobbled selection of streaming services as they had paid for their traditional cable.
The solution was obvious - a return to bundling! 🙃
Tech giants like Hulu, Google, and Sony joined traditional players like Sling (owned by Direct TV) in offering bundled, streaming TV packages.
Full circle?
…Well, not yet.
In several significant announcements this week, we are beginning to complete the circle through an even more predictable method - free.
That’s right! Get your rabbit ears ready. Free, ad-supported television is making a comeback.

The anti-Netflix: Free, ad-supported video streaming services are growing
And, Of Course, There Is Amazon…
Amazon planning new free video service to compete for TV ad dollars
Amazon private label brands are quietly taking over
Breaker-Breaker 🚛
I’d love to hear from you -
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Rob Bettis

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