Revolutionary Measures

Will the internet kill the TV star?

Last month streaming service Netflix entered the UK to great fanfare and with a stated aim to challenge the likes of Sky when it comes to winning TV subscribers. A nice soundbite, but one that got me thinking about where we’ll get our ‘TV’ content from in the future. Obviously internet streaming companies such as Netflix and Lovefilm (and even Sky themselves) are now pitching themselves as the savvy choice for those who want to sign up and download the latest shows and films, often before they make it to TV.

However often that same content is available through other channels, ranging from iTunes to that old staple, the DVD boxset. So what can internet only services do to differentiate themselves, apart from price? There’s a lot of talk about creating their own content, from both Netflix and established brands such as YouTube but you need to either be spending big on stars or sporting events to stand out or focus on established shows that are already hits. Given the power of the likes of Sky, which can simply create new channels to maximise the impact of its content (as it has in F1), it will be a tough ask to muscle in. Just ask BT which saw its Vision service comprehensively outmarketed by Sky when it tried to go head to head.

Before I’m accused of being a Luddite, I do think Netflix will be successful enough. People do want to access TV content over the internet, and either play it direct on their internet-connected TV

Image representing Netflix as depicted in Crun...

Image via CrunchBase

or through tablet or laptop. Just look at the tremendous success of the BBC iPlayer and other TV catchup services to show how, promoted properly, viewers will flock to an easy to use solution.

Where the real opportunity is going to come is in super-services that make it easy for mass market consumers to access whatever programme or film they want, when they want. Consumers don’t care if it is on Netflix or Sky, just that they can click, pay automatically and watch. Essentially it has to be as simple as surfing to another channel without having to register or download software. And it has to span multiple channels – so you can watch the same content on your TV, laptop or mobile device wherever you may be. Get that right, build a brand and that will be the platform for control of future TV.

 

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February 6, 2012 - Posted by | Creative | , , , , , , ,

1 Comment »

  1. […] Will the internet kill the TV star? (measuresconsulting.wordpress.com) […]

    Pingback by Internet TV On The Rise? « Smiley Che | April 5, 2012 | Reply


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