Tag Archives: Time Warner Cable

Dodgers Dodged A Great Original Content Opportunity To Engage Fans

How exciting was it when the Dodgers were so hot at the end of the season to head into the MLB Post Season? For many in Los Angeles, just the thought that they will actually be able to watch the games on their television was enough to bring joy. Unfortunately, too many fans were unable to participate in the age-old ritual of being able to watch nearly any game on television because they didn’t have Time Warner Cable. For those who have sports superstitions (like I do), could it be too easy to blame the collapse on the very fact that many who couldn’t watch games when the Dodgers were playing lights-out could suddenly view every moment and, therefore, break the sports-win continuum? Naah! You can’t blame it on that. But the frustration the team felt with their post-season performance and the fans felt in not being able to watch as many games could possibly have been lessened if the Dodgers (and MLB) didn’t miss a golden opportunity to engage fans with original content production off the field.

The blown opportunity – like the blown mid-inning pitching and saves on the field – can be found in what the Dodgers didn’t do as much as what they did do. Granted, Clayton Kershaw had a mind-blowing year – leading to unending national coverage – and Yasiel Puig could fill crazy amounts of columns and blogs with those who love him and those who hate him, but what about the other players?  What about the opportunities to reach those who don’t care as much about the game, but the nuances and personalities of the players?

Looking at a key component of Olympic coverage provides a model for how the Dodgers can be even more compelling and attractive to fans. Every four years, people around the world start cheering for sports that they might have not cared about in the preceding three years and 50 weeks. They might be cheering for their countries, but lately, they’ve become more invested in the individual athletes due to the featurettes and clip packages conveying their journey.  Without being able to watch the Dodger players and hear the legendary Vin Scully talk about them during the games on TV, the Dodger fans (existing and potential) have very little opportunity to be “up close” and derive a more intimate interest and fandom.

The Dodgers (and by Dodgers, I may mean MLB as I believe MLB manages much of what the individual teams do) do a decent job of capturing the experience for fans and players with the Cut4 series of videos on their site, but the vast majority seem to be little more than PR pieces – as opposed to warm embraces between the players and the fans. it’s all too much on the surface.

Dodgers

Don’t get me wrong.  I don’t believe that a team needs to post videos depicting the harrowing sequence of events Yasiel Puig endured to get from his hometown to Chavez Ravine. There’s a lot of great stories in the clubhouse about how the players got to this place in their careers. All of this leads to deeper engagement with the core fans as well as inviting more into the fold – both physically and digitally.

Much like a motion picture based on a comic book needs to engage people beyond the hard core fans, so too do the Dodgers and all other sports teams. For every Kershaw, Puig and other established players like Andre Ethier, Josh Beckett or Carl Crawford, there’s a Paco Rodriguez, Drew Butera or Joc Pederson with a story that’s ripe for original content to engage and broaden the fan base.

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The Silly App Constraints of Streaming Premium Content

Time Warner Cable announced at the end of last week that they are now providing their users with the opportunity to stream live television on their mobile phones and tablets.  Exciting, yes? Well, not too exciting.  You see, it only works when you are within the confines of your home wi-fi network. Doing a quick search online, there was a report from Nielsen last January stating that the average TVs per U.S. household numbered 2.5 with 31% of households having more than four TVs.  With those numbers, will people be able to find a place to watch TV on their personal devices outside the range of one of their televisions?  At first glance, the announcement of such a seemingly inane addition of yet another screen in the house is silly.  But when you look into it deeper, the issues are more complicated and perplexing.

The silliness stems from the fact that you can’t just stream content to your device anywhere.  The perplexing part relates to the further fragmentation (and possibly confusion) of content delivery.

Time Warner Cable had launched an app last year that would allow its subscribers to view content anywhere.  Due to court challenges and general push-back from providers, TWC dialed it back and removed the feature. This announcement for the iPhone and iPad allows users to watch some shows live in addition to the ability to manage your DVR, search for shows and some other things. Yet, you still have to view shows on apps from HBO, ABC and others.  And, TWC even has a totally separate App just to manage the account – much like HBO offers a completely separate App to enable social interaction with their shows. Which leads to the perplexing part…

One of the beauties about television is that you know where to find everything on one box.  You can search through the guides in umpteen different ways and find what interests you.  As discussed in this blog last week, the challenge in finding everything online is quite challenging.  It shouldn’t be so for the content we want to find on our cable or satellite systems. Even if we can’t get everything through one happy shiny app, we shouldn’t have to download multiple brand apps just to be able to fully consume and interact with that brand. The confusion this brings only leads to a further barrier to adoption.

There are huge economics at play in terms of who owns what with streaming, but most people don’t want to have to bounce between a handful of apps to watch their shows.  I would rather have one App to do it, and if Time Warner, DirecTV, or Verizon is my provider in the house, I would much rather access through one app.  Even with the NFL Sunday Ticket mobile app that I have through DirecTV, I have to open up another app just to view that content.  Is it horrible to have to do this?  No.  But I won’t do it with multiple apps for all the different cable networks I subscribe to – it’s just to unwieldy.

Further to the economics, I pay extra for the Live NFL content on my mobile because I knew that was an add-on premium.  If I had to pay more for the mobile version of other premium offerings, I think I would balk.  That is a nice thing about the HBO Go product and others like it – it comes free with my subscription – but there’s too many apps to download when it could be just one. As more and more people become open to viewing video on mobile platforms, the kinks need to be worked out and access fragmentation is one of those biggest kinks.

As a society, we have sadly become more cynical. So, it might hurt the situation more than help it by coming out with a release that causes people to question whether the products are even worth it.  Perhaps companies can learn a lesson from Apple and only put out press releases when there is really something solid to cheer about.  In the case of the TWC release about Live streaming, it’s a total tease because you’ve got to read the fine print that you can only view the content where your access already exists.  Even though people have supposedly been waiting for live streaming to come, this could be considered a waste of excitement and we’re better off waiting for a live ANYWHERE  product that could be streamed through wi-fi or our data plans. As those data plans start bringing in more money, that may be where the companies will have something to cheer about – especially the ones who have bundled the mobile with cable/satellite.

So, thank you for the offering of live streaming in the house. I’m just not buying it – even if it is free.