“When you look at cable programming… fundamentally those are underwritten by large brand advertisers… so the financers ultimately of television programming are the roughly the three to four hundred corporations that spend roughly $70 billion a year paying for this programming.
[This] is a behavioural shift for the advertisers who have traditionally looked for scale in everything that they do…”
– Jeremy Allaire, CEO of BrightCove
podtech.net
YEAH! GO LANCE! WOOO!!! PARTY!!!!
I think in the quote Allaire meant to say, “underwritten,” not “unwritten.”
Oops. I fixed it David.