VOD Strategies Compared
According to TVweek.com, the video-on-demand battle for mind share has heated up. Their recent article analyzing the competition arising from satellite's DVR push gives some interesting insights into recent VOD strategy changes. A quick summary:
Universal Television is considering reducing the VOD release window to day-and-date parity on select titles, with the remaining windows being reduced from 45 to 30 days or less.
TV Guide Channel is creating special 2 minute promos to boost VOD buy rates. Preliminary testing shows a 39% increase in buys.
Mag Rack utilizes local, affinity marketing events to draw niche viewers like the recent event promoting 'School of Rock.'
So far I'm most impressed with the day-and-date parity approach from Universal. How long before we see overlapping theatrical/VOD releases? The recent success of a concurrent theatrical/DVD release of 'Lost in Translation' shows that it may be viable.
Related Link:
TelevisionWeek -- Media and Television Technology
