On the road to video on demand, we are going to see a continuing array of temporary solutions and hybrid options until the steps are finally taken wholeheartedly.
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Last year British Sky Broadcasting Group PLC launched a satellite service that offered consumers to “build your own TV Package,” which offered more choice but didn’t even get to the place where the French and Hong Kong offerings already are.
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Another one of the variables that are in the mix is that in a number of countries there are digital broadcasts are being offered. How they are doing it is they are using the radio spectrum much better than the analog broadcasts, which is resulting in more free and pay-TV channels.
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There is a hybrid offering by France Telecom Sa’s Livebox that provides the combination of Internet TV and digital broadcast channels. In a competitive move by BT Group PLC of Britain, they are moving against Sky by offering a subscription-free service. Their set-top device also acts as a digital video recorder and has a large movie library for on-demand convenience.
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Unlike these temporary hybrids though, video on demand allows the customer to pay for each individual item they watch, rather than pay for a subscription. It is the ultimate dream for the consumer as it gives complete customization to their time and convenience. It is slowly being offered by all the content TV providers.
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It is a losing proposition for those who continually resist the inevitable flood that video on demand will release. Those companies that continually fight it and move so slow, are going to find themselves on the wrong end of the spectrum when this finally explodes onto the world scene. It’s not too far away.
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Part 4
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