by Jessica Klein
With Crackle’s new “always on” approach, the network has started to see itself as beyond a TV alternative and more like a TV network in itself. Per the initiative, the Sony Pictures Entertainment digital network will begin streaming programming on its website from the moment you click to it. Like a television, there will always be something playing when you “switch it on,” which you can watch while scrolling through the network’s other viewing options. This seems to bring together the best of both worlds in terms of TV and internet viewing, but it also begs a few questions.
First, does this mark the next, logical step in digital video entertainment What does this mean for advertisers and viewers
We caught up with James Smith, the head of digital sales at PlayStation and Crackle, after the Crackle Upfront to take a stab at these questions. From the way he refers to Crackle as being “on TV,” you can see what the studio thinks about the future of the video content environment.
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