Bruce Levick

OK so the last post “Rupert Murdock… Google is your Friend” Rupert’s nonsensical approach to paid content and alleviating Google driving traffic News Corps way (God forbid) lead me into thinking about the other touchy online content subject of Movies and TV shows and the mass pirating that takes place daily. I’ll focus this post on TV shows, and look into the movie download issue in another post.

Have you ever encountered this phrase or one similar when browsing TV network websites? “I’m sorry this content cannot be viewed from this country!” Now I am currently working on a project that will have a similar content restriction placed on it. Not my call, that’s the ultimate call of the content owner and part of the reason I am writing this post, the other part is that a friend of mine recently received an email warning from his ISP passed on from Showtine, USA in regards to illegally downloading exclusive Showtime content over the internet. Now I won’t go into the legalities of it all, that’s not what this post is about and we all know that it’s not exactly legal, the same way copying cassettes and CD’s were back in the day. The key that I want to focus on here is trying to figure out the best way to approach what is a tough problem for the content providers to solve.

Showtime, Dexter

My first thought is “Stop Fighting It”, you’re not going to win. Whatever digital door you close, another one will open. Clearly your content is top class as every Eskimo is downloading like the ozone depends on it. So let’s see if we can save these networks a huge spend on fighting piracy, and let them take a load off, head to the beach and blow some of that saved cash… or they could take that money and build a model for their content that takes the gust out of that hurricane called “El Torrento” and turns it into a passing shower with a seven banded rainbow. How do you do that? Glad you asked Showtime. Here are some key points you might want to consider. Just my personal opinion.

One World, One Market, No Boundaries

• Open your content to the world
  • Grab a world map, post it on your office walls and then place the percentage of internet penetration per population on the countries/regions existing outside the U.S.
    • Russian internet penetration
    • European  internet penetration
    • Asian internet penetration
    • Just to name a few. Quite interesting and a SEA of opportunities out there.
  • The worlds markets and the country boundaries that restrict these markets are coming down further every day due to the openness of the internet, go with the flow and don’t restrict your content by selling to country TV networks exclusively 6-12 months after you air your content. Offer your content to an online provider or create a delivery model that works for you. Makes sense to make your own I guess.
  • Stream your content on this online content provider within 24 hours of showing on national TV, or even within a couple of hours, hell what’s the point in holding off! The market of today is I want it now or yesterday. You’re selling yourself short in this day and age.
  • Start thinking outside the box, and that box called the TV
    • TV programming has had it’s day in the sun. At least add an online option to view your content. Again, not restricted to your country.
    • VOD video on demand is here and for people who don’t own a way of recording a regular televised show to watch at a later time are going to find another way to watch it. Why not be the one to provide them that.

I understand the level of complexity involved in creating a model, subscription, advertising or otherwise and pleasing the masses and your target market, but I have heard the rumor that Apple will be streaming TV shows as early as 2010 through iTunes. Let’s hope they are creating a less restrictive model, but knowing Apple this will not likely be the case. Atleast they might pave the way for others to follow as they have done in so many other areas. Would love to hear your thoughts on this.

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