The other day I got an email from TV 2, (a Danish TV broadcast company). I have been subscribing to their online service; TV 2 Play, where I can stream all channels live and have access to most of their content on demand. For the most part, I like to use my iPad to watch TV, and when the rest of the family needs to be included, we throw the TV stream on our big flat screen TV using the airplay functionality built into the app. This is a remarkably convenient way to watch TV and fits perfectly to our needs.
The people at TV 2 Play think so too. In the e-mail I got, they write how they are aware of the added value airplay gives customers. Nevertheless, the reason they did send me this email was to tell me that they were shutting down the airplay functionality ready for use in their app. The reason is described as follows: “All programs that are available on TV 2 Play are produced by studios and production companies. These right holders decide how their programs can be used. A large proportion of the right holders will unfortunately not allow their programs to be played using the AirPlay functionality.”
Personally, I think these production companies are making a huge mistake. They still live in the old world where everything is focused around their product and how they can prevent piracy. They seem to be so focused on these issues, which results in total neglection of true customer needs.
Today most of us customers live in a digital world where everything is available when we need it and where we need it. If a company can deliver such an experience, I will gladly pay for it. The evidence on the benefits of experience focused services is obviously clear today. TV-shows that are available online at a reasonable price are much less likely to be illegally downloaded.
It took the music industry took a while to understand this. However, with the help of Apple’s iTunes and later with streaming services such as Spotify, the music industry has learned that focusing on user needs is good business. A study recently made in Denmark shows that most people prefer paying for a legal streaming service rather than illegally downloading music it as long as it is easy to use. The key is user experience.
TV 2 Play knows about what their customers value, which is why they cared enough to send me an email apologizing their move on shutting down airplay. Luckily, for these production companies producing content, TV 2 Play is working towards a solution to accommodate for the loss of Airplay. Even so, in the long run these production companies can’t keep on relying on others to save their ass. They need to step up a gear and move into the digital age where their customers live and start focusing on delivering great experiences instead of worrying about piracy.
Image credit: Paul T
