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Content & good marketing important for SVOD services

Subscription video on demand (SVOD) players in South Africa are marketing their services against linear TV by saying that ‘a dish or a decoder’ is not necessary with them. They are even taking payments for their subscription through SMS service. Apart from that, the biggest focus is content. According to Kate Skinner, an independent broadcasting researcher and policy analyst, “If the content is boring, low-quality or outdated, people probably won’t be interested in signing up. Even if the cost is low, what is the point?” She adds, “It is good to have new services but what we actually need is good quality content. That’s key. Also, very importantly we need VOD services to invest in local content.”

Arthur Goldstuck, World Wide Worx MD, says: “The key is to come up with specific content that people would see as worthwhile to watch. ‘Virgins Among the Zombies’ may attract someone looking for a cheap thrill, but it’s not going to build a following.”

Source: ITweb

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