What are the institutions doing?

BBC iPlayer
I decided to research how the institutions (such as the BBC) were 'selling' their products (iPLayer in this case) to the audiences.

http://www.bbc.co.uk/info/channels/iplayer.shtml
I wanted to find out what exactly BBC iPlayer was. The website above told me that:

"BBC iPlayer is the easy-to-use service that lets you access television programmes via your PC. It offers seven-day catch-up television and now also incorporates radio 'listen again' and live streaming. The TV programmes are free for UK licence fee payers, at high quality and with no advertising. Once you have downloaded a programme to your computer you have 30 days within which to start watching and seven days to finish watching it"

I then decided to research how the BBC was 'selling' iPlayer to the audiences

http://www.bbc.co.uk/iplayer/

"With BBC iPlayer you can catch up with the programmes from the past seven days you've missed or want to watch again free of charge by playing them direct on the BBC iPlayer website or downloading them to your computer. As long as you are in the UK and connected to the internet you can:

• Find programmes you want to catch up on or watch again from the past seven days and watch them on the website through a method known as streaming.
• Download and store them on your computer for up to 30 days if you have a Windows PC.
• Play back high quality programmes on your computer as often as you like during the time that the programme is available."

4od
http://www.channel4.com/4od/index.html
Channel 4 has also decided to make programmes available digitally through 4od (on demand). I visited the above website to see how C4 were marketing 4od. It said:
"This is 4od, the best of channel 4, on demand
With hundreds of hours of TV, films and music, you can watch what you want, when you want. Catch up on the last 30days' TV for free
Enjoy 100s of classic shows for free
Pre-book your favourite shows and never miss a thing"