Netflix, Inc has been giving a rough time to a number of streaming media services in different country, especially Australia.
Netflix, Inc. with its expansion spree has been giving a tough time to a number of streaming media companies in most of the countries, where it has decided to spread its wings. With over millions of streaming media subscribers, the company has managed to establish itself as one of the major streaming content providers in the world. Foxtel, an Australian pay television company has been taking notice of this.
Foxtel is taking the ‘can’t beat em, join em’ approach with Netflix as it is considering adding the on-demand streaming giant to its service. In addition to that, it is also approaching other international right holders which include BBC, Discovery and Viacom to secure as many right of their content as possible, according to a report by Fairfax Media.
The Australian on-demand company has had a few gaps in its service which it is aiming at filling with the help of the international media organizations. Its strong desire to be the country’s most profitable television company is encouraging it to take these measures. However, involving Netflix in its endeavors is definitely a first for Foxtel since it will be allowing another streaming media company’s content onto its service – this would indicate a shift from its ‘traditional wall-garden’ approach.
In the Australian market, the video media provider has made quite mark, making it the most affordable and approachable provider of original TV shows and movies while Foxtel is known is the expensive and rigid video provider in the market. But as per latest marketing strategy launched on Sunday, the Australian cable television provider is working on changing its perception in the consumer’s mind.
Rob Farmer, Director of Content Marketing, stated that the company is working on changing the perception that people in the country has of the service because just like other streaming service providers, Foxtel can be watched in as many places as well, according to Ad News.
Additionally, it has been a rough patch for the company itself as its chief executive officer of five years; Richard Freudenstein was replaced by Peter Tonagh. Currently, the service is contemplating on whether to put Netflix on its Apple TV-style “Puck” streaming service which will be coming out soon.
This move by the on-demand video provider makes sense as Telstra, which is Australia’s largest telecommunication and media company, has decided to sell its 50% stake in Foxtel, mainly because it’s launched its very on puck called Telstra TV. However, presently they are only making this service available to its already exciting customers.
It’s a plus for Foxtel as there is still a huge chunk of market that does not have cable television and are not Telstra customers as well; if it decides to integrate Netflix’s content with its, there’s a good chance that more people will be attracted towards the service and will seem more appealing to the masses.
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