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model will either be all you can
eat or ad-supported. As you see
subscription-based players
increase the amount, quality,
and range of their offer, it
makes TVoD much less
appealing.”
BLAME. “The micro-pay
technology is excellent; people
can buy content as easy as
playing a video,” asserts Irdeto’s
Gidley. “I don’t believe the
technology itself is to blame here. There is
simply a lack of demand, as people are much
happier buying TV content in subscription
bundles. Consumers don’t like paying for
content as much as they don’t like being
reminded that they are paying, unless it’s a
high value piece of content. They are much
more likely to buy a subscription to gain
access or use an ad-funded version to watch
content rather than pay for it individually.”
“Transactional VoD faces the challenges
of rather high fees charged by content
providers for new releases while also
competing with subscription bundles that
offer a deep, even if less current, catalogue of
contents,” advises NAGRA’s Trudelle. “A way
to expand th H