TVNZ IS planning to build on the success of its OnDemand service by making some shows available online before they screen on TV.
About 1.5 million viewers watch programmes on the internet each month, according to a study by research firm Colmar Brunton.
Head of emerging business Jason Paris said
the broadcaster was among a limited number outside the US to embrace the concept, which it launched in 2007.
"I suppose it was a little bit of a leap of faith but we were reasonably confident it wasn't going to cannibalise our existing television audience and the research has shown it hasn't."
By "cannibalise", Paris means the fear that viewers might abandon traditional habits to watch everything online.
But the Colmar Brunton research of 600 viewers showed more than 70 per cent only watched OnDemand when they missed a show on TV.
TVNZ's next step will be to put first episodes of some shows online before they are broadcast.
"It won't be something we do for all shows," said Paris. "We'll pick particular shows that probably haven't played in New Zealand before and might be difficult to explain simply through a 30-second promotion or a billboard. We'll give people the opportunity to watch the full episode so they can get into the show and understand what it's about before it's broadcast."
TV3's online programming is smaller, offering just eight shows of mainly New Zealand content.
Acting general manger Ande Macpherson said 50,000 viewers watched online each month - with a 60 per cent increase in traffic since January.
Macpherson said the channel plans to expand its service and is in talks with the relevant content owners.
* Most watched online
TVNZ:
Shortland Street
Grey's Anatomy
Desperate Housewives
Gossip Girl
Coronation Street
TV3:
Outrageous Fortune
Underbelly
NZ's Next Top Model
Target
60 Minutes
