While video rental stores are going the way of the dodo (
Blockbuster, what's your plan?)
Netflix, which revolutionised movie rentals with its mail service is gearing up for the
launch of its movie download service (source:
PSFK).
The question is, why is this only happening now and why are the big guys waiting for people like Netflix to steal the market so they can try to emulate them and maybe pick-up some of the crumbs. I would have thought that the
"kill Napster, watch it go underground and then watch Apple take over" episode would have surely shown studios, retail and rental companies that delivering the goods by pipe would be an inevitable outcome of the
digital revolution. Going to buy/rent a DVD or CD stopped being enjoyable a long time ago. In the long run, there is no option but delivering media over the internet in whatever form it takes. Sure, it could
dramatically alter the marketplace but there are no alternatives. I mean this is
the future (note: this link is neither pleasant, nor office-safe).
Why isn't everyone ready? People blame piracy but why can't I pay Fox to download an episode from
The Simpsons for say 1 or 2 bucks while any kid around the world with an ADSL connection can download full episodes and watch them for free on his/her Xbox before they air? Why not expand your market and start delivering digitally to countries where the only real way to watch/listen to your product without months of delay is to download it illegally.
For god's sake, here's a way to stamp out piracy:
make your product available!
Make it a reasonably priced, well thought-out experience. Why do I have to watch 2 minutes of some shitty ad calling me a thief before I watch a DVD which I paid good money for? The guy that downloads the movie
illegally doesn't need to sit through that rubbish. And trying to compare watching a pirated movie to "stealing a TV" is simply wrong: when you steal a TV the dude you stole it from doesn't keep it. If it's all about starting a conversation, the media industry is taking the "kid being lectured by the headmaster" route. I think that they should come to terms with the fact that when people are thinking of media execs the vision of some young guy in a $5,000 suit snorting coke through a rolled-up $100 bill off a hooker's chest comes to mind, not a hard-working individual trying to make a living. Sure we're being mean, but damn, there's a lot of work to be done before the general population starts feeling like copying a tape from a friend is actually hurting someone they could care about.
Rubbish, rubbish, rubbish and the sign of an industry so inflicted with the
neutered cat mentality that it has no idea how to treat the people who fund it. Disney blasts you with a flood of unskippable ads everytime you want to watch The Lion King -- wonderful movie, awful way to start it. If the pirated product offers a better experience than an original one you're in deep, deep trouble.
But I digress, if your product can be sold digitally,
why are you only thinking about it?