Game of Thrones. To be honest, not my cup of tea–not that I have watched it, but I feel this to be the case. I’m told that if you go and “torrent” an episode, you’re met with thousands of seeders, making it a quick and painless process. Plenty of incentive there. But why is it the production houses encourage this sort of behaviour?
By encourage I mean they fail to try and control the inevitable to their end. Innovation would have it that they could use people’s predisposition to torrent as an opportunity.
In Australia, apparently GOT is only being aired on Foxtel. This cuts off the majority of Australian’s from enjoying, what seems to be, a show with a cult-like following. People don’t like missing out so what are they to do? Well, without Apple TV, illegally download. That’s what. And even with Apple TV, I’m sure the statistics are going to fall in favour of that which is free and easiest.
I’ve a strong interest in content marketing. I believe that by giving away free content you can improve your bottom-line by winning followers and paying customers. It’s an ice breaker. It has worked for me and there is mounting evidence that it works well in general. Then, why don’t the production houses think in these terms? Control the distribution of your content not by trying to stop–by litigation or other–people from consuming it but by encouraging people and capitalising on the opportunities. Their eyeballs. In TV and other mediums, eyeballs are hot currency. By trying to dissuade consumers you’re saying that you don’t care to satisfy a whole heap of consumers in principle. Good luck to you, on that.
It reminds me of that gluten free store in QLD just the other week that introduced a $5 “browse” charge to stop time-wasters from entreating her store. The owner was fed up of dispensing information for free to only have the browsers, or ragbags she called them, go elsewhere to buy their things. The fact that this store had so many people passing through its doors is outstanding. It’s up, then, to the owner to convert those browsers into buyers and alienation isn’t going to do that.
Production houses–or TV networks or whoever–need to stop fighting the unfightable and make the most of the opportunities that are presented to them.