Comcast is expanding its local content operation for its eastern division, which includes New Jersey, Pennsylvania, Delaware, Maryland, Washington, D.C. and Virginia. They have formed a local video on demand (LVOD) unit which aims to increase its ‘Get Local’ VOD category by 200%, which would result in 20,000 unique VOD programs. CedMagazine.com reports that Comcast ‘Get Local’ orders have increased by 41 percent, with consumers watching more than 800,000 local programs a month. Comcast reports more than five million LVOD orders through the first half of 2007, and expects to double its LVOD views from a year ago.
Comcast clearly sees the value of LVOD and leverages it as a competitive advantage, particularly over DBS. Safe to say, an LVOD offering will be required to effectively compete in the video space. Consumers are demanding it, and the advent of YouTube and other user generated content engines only increases the hunger for compelling LVOD content.