In a time when the entertainment industry is struggling to tap new markets and find new veins of revenue, Sony holds on for the ride through the crazy world of web TV.

Crackle.com, Sony’s media portal established in the early 2000’s, is seen as one of the elder statesman in the game.

The competition in the virtual marketplace has been fierce with many business models appearing and disappearing without notice. Monetizing the viewership of these virtual media portals is no easy task. Many well-respected entertainment conglomerates have retreated from the Internet choosing to focus on tried-and-true monetary models such as features and traditional long-form series.

A channel like Hulu, for instance, depends solely on advertising revenue while portals such as MegaVideo depend on the subscription model. Sony is distinguishing itself among its weakened rivals by learning from the lessons of the past.
Keeping content fresh, flowing and full of big named stars has been the cornerstone of Sony’s stamina on the web. While other companies are looking for a traditional model to monetize the Internet, Sony is looking at the forest for the trees. Sony plans on porting Crackle.com as the lone media content portal for the Playstation 3, making it a prime outlet for third-party media companies to cozy up to the tech giant.

Sony made many of these mistakes early and has done a good job at learning from them and expanding their business model to suit. Understanding the psychology of the web is allowing Sony to maintain a foothold in the ever-changing world that is business on the Internet.

Peter Koeppel is Founder and President of Koeppel Direct, a leader in DRTV direct response television, online, print and radio media buying, marketing and campaign management. With a Wharton MBA and over 25 years of marketing and advertising experience, Peter has helped Fortune 500 companies, small businesses and entrepreneurs develop direct marketing campaigns to increase profits.

Peter started Koeppel Direct in 1995 and has built it into one of the leading infomercial direct response media buying firms in the U.S.