Posts Tagged ‘tfactory’

Global TV-Series Release Strategy Has To Change

January 21, 2009

TV stations in Germany have to notice that audience ratings of “blockbuster” TV Series like Lost are constantly not as high as years before, the German newspaper Süddeutsche reports.

A reason for this could be seen in the huge delay of release dates in the German market compared to the US releases. Often series were brought months later to the German market like in the example Lost, where the latest season started 12 months later.

Of course this incentives the fans to get their shows somewhere online, which obviously lowers the demand and “hype” about a free TV release months later. “The dark market” for streaming online services is getting better and better and many episodes have  even German subtitles just a few days after the U.S. release. A study of the research company tfactory shows that more than 50% between 15 and 25 years old are watching TV series online now. So also the awareness for illegal alternatives is rising.

I´m surprised that this discussion didn´t start earlier. Obviously the usage of mostly illegal web TV streaming websites are rising to a critical mass.

The strategy of production companies and TV stations is probably to wait how the series perform in the US key market before selling it to the global market in order to minimize their risks. But in my opinion, like in the movie industry, the global release has to be simultaneously in the future. The TV companies must react and have to change there release windowing strategy for the global market. Synchronizing issues can´t be an excuse.

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