Mi9 boss takes aim at rivals over online catch-up strategy
Mark Britt, the CEO of Nine Entertainment’s digital arm Mi9, has taken aim at his rivals declaring they have been too “hesitant” to seed new programming online and declaring the Australian TV industry will never have a single Hulu-like catch-up service.
He told Mumbrella Nine’s catch-up app had now reached more than 670,000 downloads while the Jump-in website, which relaunched in November, has had 5.7m unique browsers.
“You build community around great shows well before and well after they go to air. I think they (Ten and Seven) are too hesitant and I think they are missing the opportunity,” Britt told Mumbrella.
I love the comment from Ten. Jump-in has been a “spectacular failure” yet it has 170,000 more downloads than Ten’s app. Hahahahaha
and in their awesome insightful strategy
they are getting their Jump In App for Android……
when ? almost 2 years and no sign
Ten is certainly qualified to talk about spectacular failures …
App downloads are all well and good, but what really counts is to what extent people are actually using the apps once they have downloaded them and specifically, how much video they’re watching via these apps. The numbers we should be getting from the networks are number of video streams/month, or better still, total hours of video viewed per month (since a stream can be 1m long or an hour plus long). If digital video is going as well as Mark Britt and others maintain! network chiefs should have no problem releasing these numbers.
Good call Minnie. Mumbrella, why don’t you ask the networks to supply this information. It’d provide a lot more insight into how people are/aren’t using catchup TV services than app downloads, which don’t really mean much.