Whose brand is it anyway?
12/12/07 BY Jonathan Callcut
I noted with interest the official launch of Kangaroo this week.
Three of the top broadcasters joining together to create a shared on-demand platform. Looks interesting and I can see in principle how it offers all three the chance to share costs and open an exploitation channel for their own content.
Will it attract the other broadcasters?
Yes, I’d say for those that have their own libraries of material, as the logic remains the same.
Will it attract new content from the big producers?
Not so sure about this. At the end of the day the broadcasters value-add was to buy spectrum and create play out, for this they got a cartel that’s been in place for over thirty years.
I’d think that the content producers would have a strong case to argue that they own the brand equity; Big Brother, Pop Idol…. Will they be so keen to hand control back to the broadcasters again?
I’d think its not that clear. What is clear though is that if Kangaroo is to succeed it had better learn how to become the Tescos of content pretty quickly!
