In a trend that may vastly complicate life for publishers of entertainment listings, Web sites are beginning to schedule network TV-type lineups of shows.

If viewers miss a scheduled program, they must wait and hope for it to show up again. These efforts offer a sharp contrast to the video-on-demand approach for which the Web has become known, but which, executives and analysts said, may not represent the medium’s future.



TheKnot.com, which offers information for and sells products to engaged couples and newlyweds, is the first well-known Web site to wear the hat of an online network programmer. Earlier this month, The Knot introduced “The Knot TV,” an around-the-clock streaming video channel featuring wedding-related shows.



The channel resides on TheKnot.com’s “talk” section, where the site’s registrants can post messages on the left-hand side of the page. On the right sits a panel, topped by a screen three and half inches wide and two and half inches high.



Mainstream networks have also dabbled in streaming their shows online recently. Last Monday, Showtime simultaneously broadcast the debut of “Fat Actress” on Yahoo. And late last month, CBS renewed its “Survivor Live Internet” talk show, which started last fall and is now streamed weekly on the “Survivor” home page every Friday afternoon. CBS posts archived episodes of “Survivor Live” shortly after each broadcast, so users can replay the shows.



TheKnot.com’s early programming schedule relies heavily on its “Real Weddings from The Knot” series on the Oxygen cable TV network, as well as bridal fashion shows. As with traditional TV, users cannot pause, fast-forward or rewind.



Advertising between shows, though, is nowhere to be seen – a situation that will not change, according to David Liu, The Knot’s chief executive.



Instead, the site will take two approaches. For shows like “Real Weddings,” it displays advertisements in the billboard advertising space adjacent to the video box. For other shows in development, it hopes to pull advertisers into product placement deals.



For example, Mr. Liu said that the site was developing shows on bridal makeovers, among other things, that would feature one line of cosmetics. Makeover techniques, not the cosmetic brand, will be the focus of the show, but the brand will be prominently mentioned. Ads and links near the video box will prompt viewers to click for more information or buy the products.



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