YOU On Demand to bring VOD to China
Louise Duffy ©RapidTVNews | 19-06-2012
The company formerly called China Broadband has changed its name to YOU On Demand, shifting its focus to bring pay-per-view (PPV) and video-on-demand (VOD) to China's television viewers.
YOU On Demand CEO Shane McMahon changed the thrust of the company when he learned it was licenced to be the first to offer VOD and PPV in China, which has more growth potential than broadband. The service launched in three million homes last winter and expects to grow into 11 million homes by the end of 2012.
YOU On Demand is a joint venture with a local partner, China Home Cinema, a division of the Chinese broadcaster CCTV-6, a typical arrangement for foreign firms doing business in the country. A substantial list of film studios will partner with YOU On Demand, including Lionsgate, Disney, Warner Bros and Miramax, which recognise China as an important market. Deals with more companies are in the works.
Since VOD and pay-per-view is a new idea to the Chinese, there will be a period of introduction with training and advertising. To make the service appealing, YOU On Demand will be priced attractively with titles for $1 to $3 – the same cost as a pirated DVD.