The distribution channel must provide unique content through their channel or they run the risk of being a commodity rights owner that is only providing archived content.
Amazon brought it home for me when they hosted a single pilot produced by a partner production group. If the test markets had strong viewer ratings, more episodes can be ordered.
This will turn the dial from just an archive distribution rights platform ‘business model’, eventually a commodity, to a creative media value added service. This shifts the focus to creative content along the brand focus.
- CBS produces or sponsors a pilot episode. CBS then advertises, short on air promos, web ads for the target demographic methods, etc. CBS gauges the popularity of the show. If market demand is strong, the provider can order more episodes.
- Content providers can also provide unique content from their existing proprietary, content. ‘Web subscription only’ series episodes, available through their web subscription service.