The other side of BitTorrent

Film and television executives no doubt wish the increasingly popular BitTorrent peer-to-peer file-sharing system never saw the light of day. Thousands of consumers are using the software to download hundreds of movies and hours upon hours of television programming.

But one industry's threat is another's opportunity. There's an upside to allowing viewers to transfer copyright material content over BitTorrent.

As noted by Japanese entrepreneur Joi Ito, fans of the Japanese anime series Naruto regularly post translated episodes of the show to BitTorrent, which attracts more fans to the series.

The relatively obscure program has spawned a global following in online forums, internet relay chat channels and fan sites.

With box sets and special edition DVDs, Ito wrote, the copyright holders can make a tidy sum from fans prepared to "spend thousands of dollars on one show."

However, not everyone is convinced BitTorrent will level the playing field. Heavy.com, a New York-based independent online content provider and marketing outfit, said cheap and easy distribution is only a part of the equation.

Heavy already distributes some content over peer-to-peer networks to "get the word out," said co-CEO Simon Assaad. But he doesn't expect an immediate content shake-up to overthrow the majors.

"People assume that because it's open to everyone there'll be this mass movement of people making quality content that everyone can access, and I don't think that's true," he said.

Even if independents can produce quality content, the marketing clout required to generate an audience will make it harder for smaller players. "Marketing is getting harder as people's attention gets fragmented," Assaad said.

Still, Assaad said word of mouth and community building can work. "You could be a smart marketer and spend a thousand bucks if you spend it in the right places," he said.

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