I had recently a discussion with a journalist on the future of television in countries, such as Malaysia, that have a satellite/cable TV monopoly.
The journalist was making a point saying that having a fantastic technology, such as internet TV delivery tools, is not enough to create a real competition to Satellite/cable operator such as Astro, as they have signed exclusive contract with the most popular TV Channels (i.e. Star World, Disney Channel, etc..).
Not having premium TV channels did, actually, turn all previous attempts into failure (MiTV of Vincent Tan, one of the richest men in the region, does actually demonstrate the point).
The point does make a lot of sense, but, the real question is: Do people watch a channel or the content that this particular channel brings? The answer seems pretty obvious, people watch a channel because it is able to bring the content they want to watch, when they want to watch it.
Now, would viewers of the Anime channel, on Satellite TV, be reluctant to switch to a platform delivering Anime on demand, or even, in a play list form (with customization possible)? I believe they would not.
The situation is slightly different when it comes to live sport broadcasts of major events, rights are very expensive and major network exclusive right are a major obstacle, that can only be overcome by focusing on minor live sport events that may be relevant to a niche market (i.e. Badminton, is very popular in Malaysia, but, is not as present as football on TV).
Internet TV operators, working directly with production houses, sport associations, concert organizers, ONG, etc… will create a real alternative meeting the aspiration of most viewers… and advertisers.
Therefore, to our view, the future of television lays in a mix of www.hulu.com, www.netflix.com and www.ustream.tv, brought in one platform and though the TV set.
Television 2.0 will not only make available to viewers on-demand shows, movies and live events, but, it will also, a bit in the way www.amazon.com propose titles based on your liking, create new, customizable, channels. Internet TV operators will also create channels based on target audience with relevant content and advertisers will be able to deliver highly targeted ads on quality content.
Your thoughts are welcome!!
Alain Augsburger
