TV Network Apps & Platform as a Product

Pete Johnson & Austin Maier

Internet Connected TV Devices

❖ Mirroring & Apps:

❖ Roku

❖ Apple TV

❖ Amazon Fire TV/Stick

❖ Casting/Mirroring Only:

❖ Chromecast

The Platform as Product: Roku

What is Over the Top?

“Delivery of media over the Internet without the involvement of a multiple-system operator in the control or distribution of the content.”

Target Audience

Roku's Positioning

❖ “The most common mistake tech companies make with TV is they make it too complicated... [Apple TV] is an accessory”

❖ “[Roku’s target market] is people who watch TV”-Anthony Wood, Roku CEO

Roku's Business Strategy❖ Four Devices:

❖ Roku TV Stick

❖ Lightweight, HDMI, Remote

❖ $49.99

❖ Three Roku Set Top Boxes

❖ Vary in video quality and accessories❖ Remote, Headphone Jack, Mirroring

Capability

❖ $49.99 - $99.99

❖ 10 Million Devices Sold (Since 2008 Launch)

Roku’s Programming & Production

❖ No Original Programming or Licensing

❖ Content Available through Apps:

❖ TV Network Apps

❖ Film/TV Rental Apps

❖ General Entertainment & Information Apps

❖ Weather, News, etc.

❖ Games

❖ Sports Apps

“One Stop” Search Function

Apple TV

❖ Apps

❖ Using remote control, iphone app, or bluetooth Keyboard

❖ AirPlay (Mirroring)

❖ Integration with Apple products

❖ Most expensive option

❖ $99 + Accessories

❖ Targeted at Apple Users

❖ Integration across all devices

❖ Massive iTunes Library

Chromecast

❖ Minimalism

❖ “Cast” from Phone, Tablet, or Computer

❖ “Chromecast-ready” Apps

❖ Or Chromecast Browser Mirroring

❖ Extension of Your Device

Amazon Fire TV & Amazon Fire Stick

❖ Similar to Roku in functionality

❖ Apps, Mirroring, Remote

❖ 3X Faster, Over 200,000 movies

❖ Focus on Amazon Prime

❖ Grow Prime customer base

❖ Gaming Bundle

Internet-Connected TV Devices: The Future

❖ Roku TV

❖ Step backward or forward?

❖ Return to “Smart TV”

❖ Return to family hearth?

❖ Who will win the Dongle War?

❖ FCC: Redefinition of MVPD

Social

❖ Roku

❖ Headphones allow for individual viewing (i.e. you can watch TV without disturbing those around you doing something else)

❖ Contrasts with TV Everywhere Apps which enable individualized viewing anywhere anytime

❖ Encourages the return to the Living Room: a family space where TV can be watched

TV Network Apps

Free TV Network Apps on Roku

❖ 3ABN (9 channel multiplex)

❖ blip.tv

❖ Break.com

❖ CNBC Real-Time

❖ Crackle

❖ Crunchyroll

❖ Dailymotion

❖ Euronews

❖ Google Play Movies & TV

❖ Livestream

❖ NASA TV

❖ PBS†

❖ Radio Paradise

❖ Revision3

❖ Rustavi 2

❖ Slacker

❖ SnagFilms

❖ TED Talks

❖ United States Hockey League

❖ Vevo†

❖ Vimeo

❖ YouTube

Selected Premium Apps on Roku

❖ Amazon Instant Video

❖ WatchESPN

❖ Full Moon

❖ Hulu Plus

❖ Major League Soccer

❖ MLB.TV

❖ Netflix

❖ NBA League Pass

❖ Vudu

❖ Now TV

❖ Pets.TV

Selected Apps on Competing Devices

❖ NBC App

❖ NBC Live Extra

❖ Watch ABC

❖ Fox Now

❖ Fox Sports Go

❖ FX Now

❖ HBO GO

The Broadcast Networks

❖ NBC, CBS allow users to watch full episodes without Cable subscription

❖ ABC and Fox allow for select episodes without a cable subscription and more content available when signing in through an MSO

SportsWatchESPN

❖ Must receive ESPN subscription to log into WatchESPN

❖ Gives the user the ability to stream, on-demand:

❖ all the ESPN networks

❖ Select Live events

NBC Live Extra

❖ Slogan: NBC Sports Live Extra... anywhere, anytime

❖ Requires Cable or Satellite Subscription

Fox Sports Go

❖ Slogan: “Fox Sports GO - put FOX Sports in your Pocket and Go”

❖ Requires Cable or Satellite Subscription

❖ NFL excluded from Phone apps due to legal restrictions with NFL

Niche Television

HBO Go

❖ Launched in 2010

❖ iOS and Android apps launched in April 2011

❖ October 2011 Roku is the first of its kind to connect to the service

❖ Must have a current HBO Subscription through a Cable or Satellite Provider

❖ Access to wide selection of content including

FX Now

❖ Heavily Advertising Simpsons

❖ App has separate tab for the Simpson’s Catalog

❖ Watch content from FX, FXX, FXM

❖ as well as Exclusive Hit movies

❖ Requires Cable Subscription

MTV

❖ Requires Cable Subscription

❖ Part of Viacom’s TV Everywhere Program

❖ Current and Past Shows On Demand

❖ Digital Short Form Content

❖ Social and Second Screen Features

Niche Television

HBO Go

❖ Launched in 2010

❖ iOS and Android apps launched in April 2011

❖ October 2011 Roku is the first of its kind to connect to the service

❖ Must have a current HBO Subscription through a Cable or Satellite Provider

❖ Access to wide selection of content including

FX Now

❖ Heavily Advertising Simpsons

❖ App has separate tab for the Simpson’s Catalog

❖ Watch content from FX, FXX, FXM

❖ as well as Exclusive Hit movies

❖ Requires Cable Subscription

MTV

❖ Requires Cable Subscription

❖ Part of Viacom’s TV Everywhere Program

❖ Current and Past Shows On Demand

❖ Digital Short Form Content

❖ Social and Second Screen Features

Questions for Discussion

❖ Does the platform interface alter the primary text of the content

❖ Does the platform interface impact the viewing experience and/or the “water cooler experience”

Sources