Revolutionary Measures

BT’s Premier League own goal?

Michael Owen - Real Madrid
Image via Wikipedia

Despite a high profile advertising blitz, BT’s plans to sign up customers for its new Premier League TV channels are apparently not delivering, according to one analyst at least. The £30 million spend is predicted to only add 60,000 customers to the BT Vision service by the end of September.

OFCOM forced Sky to offer its rivals wholesale cheap access to its sports channels, allowing BT to move into sports broadcasting.

Obviously the figures are conjecture, but here’s the top 5 reasons I think BT Vision may not be pulling in the punters:

1. Sky’s marketing muscle
Sky’s marketing response has been powerful and emphasised how little you get from BT Vision compared to the ‘full’ Sky Sports package. A case study in defensive marketing.

2. Satellite TV isn’t just football anymore
Sky may have been founded on football but the market has matured. People now sign up for a whole range and package of channels – Sky has realised that and changed its marketing to target the higher revenue family market.

3. BT Vision is difficult to explain
People understand how Sky, Virgin Media and terrestrial TV work, and how they sign up. To get cheap football you need BT broadband and line rental as well. Why go to the hassle of changing everything, particularly as telecoms companies aren’t renowned for getting service spot on.

4. The adverts themselves
I know there was a World Cup on so recognisable footballers were thin on the ground, but little Michael Owen is hardly A list anymore. And the inability to use team strips makes the adverts look like he’s playing for Bolton Wanderers.

5. BT is not a media brand
Convergence of networks and content has been talked about ad nauseum and people understand they can bolt on broadband to lots of other services, like TV. But the brand they trust is the media one – Sky is simply stronger than BT when it comes to delivering content.

We’re obviously less than a week into the new football season and jumping to conclusions is a favourite media tactic –Blackpool for the Champions League anyone? Come November, when BT announces subscriber numbers things may have changed, but time for BT to strike back if it wants to score with football.

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August 16, 2010 Posted by | Uncategorized | , , , , , , , , , , , , , , | 4 Comments