Online companies like AOL, Yahoo, and Netflix increasingly challenge traditional broadcasters. They focus on producing original video content in order to capture audience’s attention and to surpass traditional forms of entertainment. Success is visible in numbers, which gives companies reason to further pursue shows with original online content. Yahoo for example has taken part in an increasing number of various activities, including partnerships with Electus and State Farm. This collaboration with Ben Silverman’s next generation studio Electus led to an online program called “Ready, Set, Dance!” Since the new original dance competition series Yahoo has announced the start of ‘Breakout,’ a regular service on its Finance channel.
According to Erin McPherson, Yahoo's head of video programming and originals, Yahoo wants “to be disruptive.” She further explained that her “hope is that we get to the point that we're a first window for content." Many others in the industry share McPherson’s positive attitude. Les Morgenstein, chief executive of Alloy Entertainment is convinced the web provides a large number of opportunities. "There are a lot of TV creators who have had success and not ownership," he explained.
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