Guest post by Ajey Anand, Co-founder of Norigin Media
Earlier this year, a large semiconductor chip maker cancelled and sold off an ambitious plan and platform to launch an OTT (over-the-top or online) TV solution, with all the Live TV one might ever wish to consume. Many already confirmed the platform as a true prototype of what new age TV should look like. We have seen a very similar story unfold here in Scandinavia and it’s just a matter of time before the fanfare fades.
I have followed the evolution of TV within the streaming world for eight eventful years and there have been many successful stories, while some have folded over a period of time, some others have even swiftly collapsed. One way or another, it’s always been The King to blame. It’s been simple to understand: there is an ecosystem that works well for the content providers and their star seems to continuously rise. It would be a tough sell to bring through a new player in the world of TV and expect them to simply tap into a resource, which is already being distributed efficiently.
The content providers are not really earning anything new, or extra, from just shuffling the existing consumers of TV, when pure OTT services are launched by new players. This only disrupts the existing ecosystem, which places them at the top.
By my reckoning, it’s a simple case of over-licensing something, only to then reduce its value. Powerful operators and broadcasting companies may end up choosing to simply re-license from new right holders, rather than work closely with the content providers. There is no battle between the nouveau riche pure OTT players and the pay-TV operators or broadcasters who plan to include some form of linear OTT solution. For the up and coming players in this growing market, it’s not about who remains standing at the end, but rather, how long it will take for the real kings of content to enter the fray? Some of them will fold and some others will sell – the thing we know for certain is that content is not really easy for anyone to dabble around with, especially when it’s live.
Verizon and FiOS TV may reap the benefits by cherry picking the OnCue platform. It seems like there still are ways pay-TV operators can incrementally grow through delivering an OTT service. I have a bet with myself that FiOS TV will buy Hulu. The bet is still on and whether we like it or not, the stronger foundations will inevitably survive.
I have always believed that you have to be born into TV rather than just walk by it and assume a role.
Norigin can be found at stand 125 at TV Connect