• by Wayne Friedman , Staff Writer, May 25, 2012

TV Everywhere has many TV networks and content providers euphoric about new business growth.

But how does this translate to consumers? No one has figured out how to market this to consumers industrywide, on a broad scale.

Maybe that’s why some launches of iPad TV Everywhere apps have, for the most part, gone nowhere. Instead, those apps branded with names like Disney and Fox seem to work better, at least initially. SNL Kagan recently issued a report to that effect. And what is interesting here is that those content-owner apps don’t even have the wide range of TV and film content as other services.

I’m guessing it’s more about the identifiable entertainment brands that people know. Increasingly this also goes for Netflix and Hulu, with which people seemingly now have a better comfort level.

Also, multiple efforts – somewhat competing, somewhat confusing – could be the reason for the lag. Individual content players – TV/film studios and networks -- have been doing their own thing, along with the Comcasts, Time Warners, and DirecTVs of the world.

At the NCTA cable show in Boston this week, many executives mulled this issue.

Virtually ever TV network is pushing TV Everywhere as a savior to whatever traditional video distribution problems will arise – as well as expected consumer migration to many things digital.

Traditionally consumers are comfortable in signing up to one-all-encompassing service for all traditional TV entertainment – and that is why what cable, satellite, and telco operators have thrived for years.

Right now it’s still the Wild West when it comes to many digital apps: There is plenty to chose from. But the definition is still unclear for consumers in describing TV Everywhere.