The 90s and 2000s were the peak period for cable /satellite TV. Media companies were going over themselves commissioning shows after shows in order to satisfy the varied taste of their many subscribers who were enchanted with the varied content the networks provided.
It felt good not to be restricted to a few TV channels and rigid programming. Cable TV made it possible to go from a lifestyle show to sports.
This improved entertainment. However, it meant consumers had to pay premium prices. The prices gradually fell as more companies got into the space. More flexible packages are also being offered but there is no denying a decline in its popularity.
A major lapse in catching up with programming and being able to access already aired programs coupled with the lack of freedom to choose what airs at particular times, contributed to this decline.
New grounds getting conquered in technology has also made it possible to consume visual entertainment through untraditional channels. Like many things that had captured the human mind, the Cable/Satellite TV seem to be running its course and it may go the way of transistor radios soon.
The Future of Entertainment Is subscription based VoD
Youtube championed a revolution that has birthed so many VoD subscription based platforms such as Netflix. These platforms give users more freedom to choose and are way cheaper than the cable/Satellite TV.
This freedom to choose has been the major selling point for the new web and mobile based subscription services. The cost of installation and having to deal with no entertainment during stormy weathers are also more reasons why VoDs seem to be winning over cable/satellite TV. It is no wonder there are more players getting into the space to get a slice of the teeming young and fresh population that are addicted to living life on the go.
In the more developed markets, services like Netflix and Hulu are slugging it out by stocking on the best shows and also creating original contents for their users. YouTube and Amazon are also making massive investments in creating original content.
The Curious Case of Nigeria.
Nigeria is no doubt a green ground for most internet businesses, its population makes it the ultimate gold mine for any company willing to take the risk. A study recently revealed that there are more internet users in Nigeria than there are in the UK. This is enough for any internet based company to want to expand its frontiers into the world’s most populous black country.
Much as there seem to be so many untapped markets in Nigeria, there is the special case of expensive and unstable internet connection- a service that is very important for the enjoyment of service subscribers to these platforms. To engage majority of the population, companies have to come up with creative solutions to this unique problem.
Youtube recently launched YouTube Go, a feature made especially for places with terrible internet access, that allows users to preview and save videos that can be watched offline. Iroko, to make sure that their platforms are accessible despite the unique issue, launched their special offline service. The Asian subscription VoD platform, Iflix, whose business model is to partner with Telcos has also joined the race to win the hearts of Nigerians.
As creative as most of the solutions have been, I dare say that the model Iroko TV employed is still the most feasible for the Nigerian market.
Pink kiosks with Iroko reps are strategically placed in so many street corners all around major cities and suburbs, where customers can easily subscribe to the platform and also have movies downloaded to their mobiles without using data. This and the very affordable subscription fee places Iroko at a greater advantage above the others.
To be fair, the platforms are all slightly different in their vision. Youtube is definitely the biggest force with its diverse content that features all kinds of entertainment. Iroko is focused on Nollywood while Iflix is more diverse with contents from Asia, America, UK and anywhere else their users may require contents from.
The web and mobile based video subscription service is definitely one to watch. It may even be the end to the bootleg problem that has plagued the country for so long. Most of these platforms offer thousands of varied entertainments for way less than the price of bootlegged CDs.
