Both Time Warner and Cox are experimenting with “virtual video stores,” that offer vast content libraries for purchase in VOD format. Cox and Time Warner see this expansion as a competitive move to combat not only DBS and IPTV operators, but traditional video rental players like Netflix and Blockbuster. Early returns are encouraging, with Time Warner reporting buy rate gains of over 25% in trial areas.

Read more details in this Multichannel News article.

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