Download of the Daleks
So here’s something really cool that the Australian Broadcasting Company (ABC, not to be confused with the American network) did. While the ABC is not broadcasting Asylum of the Daleks until sometime next week, they arranged to show the episode online through their iView service immediately following UK broadcast.
Here’s an article explaining that. Surprise, surprise, 80,000 people—about 10-15% of its audience—watched it online at a ridiculous hour of the morning for them.
It’s a fascinating tactic, designed to curb downloading and torrenting by providing the episode as soon as possible. And it’s something I think BBC America and SPACE could learn from; but it does require a bit of a paradigm shift.
BBC America and SPACE have already managed to curb downloading by showing the episodes the same day as it airs in Britain. I’ve talked to different people at both SPACE and BBC America over the past couple of years and they’ve all mentioned to me that their ratings are always higher when they show day and date with the UK than when there’s a 1-2 week delay. A good chunk of the audience are happy to wait a few hours to watch the episode. Any more than that they download.
But here’s my question: could they be even higher still if they followed the ABC’s practice and showed that night’s episode online immediately after UK broadcast with limited commercial interruption (like a series of ads before the episode)?
To my mind there are three reasons why people download stories right now in North America:
1) immediacy - having it right away. And I mean right away, like immediately following UK broadcast if not sooner.
2) convenience - having it in a format they want to see it in, ie. without commercials or (during series 6) that stupid introduction.
3) portability - being able to watch it on a computer or on a HD TV or DVD player that reads formats like .mkv or DivX files.
If they showed the stories right after UK broadcast online, that takes care of 1). If they did limited commercial interruption or put them at the start of the program, that takes care of 2). And in this age of AppleTV and web-ready TV, we’re getting perilously close to achieving 3).
So could BBC America and SPACE do this?
I don’t know. The ABC have a ratings model where their online viewings get added to their television viewings. (The BBC does this, and as the article says, many American networks are moving this way). I don’t know if cable networks like SPACE and BBC America work that way. Also, both North American outlets are commercial stations; they couldn’t just show it with no ads, and to do it with limited advertising would almost require a special sponsor for an online channel…which may not be so easy to sell.
But I think this is the way to go for broadcasting Doctor Who in the future.
Posted by Graeme on Tuesday, September 4 at 9:22 am
25 Comments...
Just as long as the don’t replace regular TV broadcast. I’m not a fan of watching TV shows on my computer since I already spend 8 hours a day sitting at it for work. I would much rather watch it on my big plasma set. Every time I hear of predictions of broadcasts moving to an all-online model it makes me antsy. Same with those who keep predicting the imminent death of DVD/Blu-ray. I watched Asylum live, watched it a second time on streaming and I look forward to seeing it on High-Def Blu-ray next summer or whenever the complete Series 7 box is released.
Posted by Alex on 09/06 at 06:49 PM
Now I’m not a computer expert but I hear there are ways to display your computer screen on your TV. However it is done, that would make watching something on-line much better. Otherwise I agree with Alex. Typically I don’t watch much on line for the same reason.
Posted by Doug Grandy on 09/07 at 12:52 PM
I know that if I had to wait more than a day, especially for the series starter, I would be finally investigating illegal access. However, being able to get the programs on Itunes a mere 5 hours after initial transmission is perfect for me. And getting the extras thrown in with my purchase price (prequels to Asylum and Mercy) is a total win, win.
Well done to all the folk that made this happen in Canada
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I think that the lack of comercials is the first reason why they download.
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And as per the reasons to why people are downloading stories you gave three reason, but I feel one of the main reason to be the portability factor.
Regards
Lisa
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Regards
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Regards
Lisa
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Posted by billy.dpfoc on 03/15 at 05:46 AM
Now a days computer is everywhere all the people use the internet so the majority of people use only computers not the TV, and i totally agree with all the comment of Alex.
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