Global TV: A thing of the future?

Johan Cruyff died in March, and for the three of you who don’t know who he was, this guy was a handsome, floppy-haired footballer from Holland, who transformed sport, television and the Dutch in the seventies.

He appealed to radically chic daughters and seventies-meek mums in much the same way Bowie did, or in the same way someone like that would do now; if there were anyone like that. He was one of the first global TV products and yet remained as slim, elegant and local to the proud Dutch as a tulip.

By speaking his mind – whatever came into it – he innovated constantly and challenged ideas just as often. But he was also pretty interested in making money out of his art, believing that the local baker in Barcelona, where he lived happily and died, would not give him free bread when he was 65 just because his name was Johan Cruyff. His universal appeal meant that people across Europe wanted to see him play every week and wanted to hear him give authority a clip round the ears every time he met a journalist. It helped in no small measure that he was a genius, and when he turned football into a global product by playing for the New York Cosmos, at a time when television couldn’t distribute global products, it was just another example of him seeing the future before it came. As he said at the time, “I only seem fast because I start running slightly earlier than everyone else”.

 

 

The Premier League didn’t have a Cruyff in the nineties but in one way at least it has been even more successful. They went about building the biggest worldwide show on offer through a tidy combination of velvet-green HD pitches, a clever historic ‘home of football’ brand, and a dose of piping hot stadium atmosphere. Where Cruyff was just playing how he saw it, speaking how he felt, and wearing a dashing orange kit, the EPL were completely rewriting the rules of live television without even mentioning the football. And they took the result everywhere, flooding that same ‘home of football’ with more revenues (and visitors) than the BBC, ITV, Channel 4 and Sky combined. The EPL is now truly global and wondering how it can stop people like pub landlady Karen Murphy from challenging its right to license football rights country by country by using a Greek decoder to show the Premier League in Portsmouth. Or even, if it needs to stop her.

So television has already gone global through what we should call the ‘viewer pull’ of a charismatic rebel and the ‘content push’ of marketing masterminds.

At the same time, there’s another spin to global television afforded by technology, which doesn’t have the same ‘James Bond villain’ ring to it. How about just making it easy to watch the programmes you want to watch wherever you are, for no better reason than the fact that you’ve paid for them? Or, helping a TV producer distribute a quality series that got a 35% viewing share at home but didn’t get any international buyers because it was up against a €25M blockbuster hit like The Night Manager. It could even be because the series was made in German and nobody fancied footing the subtitling bill. Or, because there’s an elusive insurance policy which TV Execs look for in an acquisition and which can be summed up as, “If I buy this and it fails, I won’t get sacked because everyone else has bought it”.

Or, how about giving a content producer the tools to target, track and monetize any programme they distribute, anywhere in the world? Audiences everywhere paying just enough to keep the cameras rolling and the storytellers telling, but not too much to make them turn to, or return to piracy.

These are the challenges that OTT was made for. Help out the viewers as they try and make TV theirs again, make watching a programme almost unethically easy, keep the revenues flowing back to the programme-makers so they can stay creative, and lastly, give some kind of human meaning to pat corporate phrases like global TV. What worldwide television ought to mean, outside its legitimate need to get paid for its programming, is that back in the day, anyone would have been able to follow Johan Cruyff any day of the week and twice on Sundays. But only if they were interested in doing that.

Image Credit: Johan Cruyff in 1987 by Rob Bogaerts (ANEFO). Image Rights.

Share post
Share On Facebook
Share On Linkedin
Contact us

Luke Boyle on OTT & the future of sports broadcasting

Magine Pro’s CCO, Luke Boyle shares his thoughts on the current climate and what he thinks the future has in store for sports OTT.  Usually, at this time of year, we would be heading back from several international trips to glorious places such as Monaco and Madrid, having attended some of the biggest sports broadcast…

Read More

Sports OTT: Live Sports Streaming & Video Delivery

You just won the exclusive rights for a highly in-demand football league and are looking to stream the games live for your fan base. Question is, do you have the technology platform for sports OTT to make it a success as your fan base starts to grow and incoming demands increases?  In this blog post…

Read More

Finding the UX/UI Sweet Spot: Designing a template for VOD and Live TV services

Today’s viewers can enjoy a wide variety new digital video-on-demand and live TV services on a range of different platforms. At MaginePro, we enable content owners and service providers to effectively engage their viewers by offering a series of customizable UX templates that meet their business needs and user expectations. Our templated solutions are designed…

Read More

Finding the right customer service setup for your OTT service

Customer care is an integral part of operations at Magine Pro. We know from experience that great customer service builds trust and loyalty, which ultimately reduces churn and can even encourage customers to make additional purchases, such as package upgrades, later on. It’s important for any OTT service to maintain a high level of customer…

Read More

Introducing OAFF by Magine Pro

Introducing OAFF (Online African Film Festival), the world’s first online streaming service dedicated to African & Diaspora film.  In 2015, Cinewax set out to make African culture accessible through cinema by promoted African and diaspora films through original programming, premieres, and festivals. After launching the OAFF service and a successful round of crowdfunding, Cinewax partnered…

Read More

Top 5 service features for sports OTT

OTT services can offer sports fans more opportunities to engage with content and their teams than is possible through traditional TV. For sports content owners, OTT services give greater access to the fans, enables them to capture more data and generate greater revenues. At Magine Pro, we believe there is real value in creating an…

Read More

WEBINAR | OTT Video delivery: Industry experts share experience & best practices

In our latest webinar ‘OTT Video Delivery: Industry experts share experience & best practices‘ we are joined by AWS and a number of Magine Pro partners to openly discuss the opportunities and challenges they face building and operating an OTT business. The webinar is available for free now, here. What you’ll learn: AWS perspective on…

Read More

Q&A: FlixOlé’s, María José Revaldería on the realities of running a video streaming service

Director-General of FlixOlé, María José Revaldería provides an insight into the conception and growth of Spanish Cinema streaming service, FlixOlé. What inspired the creation of FlixOlé as a video streaming service? One of the objectives of FlixOlé’s launch was to give young people access to the best films that Spanish cinema has created in its…

Read More

WHITE PAPER | Thematic Services: the future of OTT?

In our latest white paper, Thematic Services: the future of OTT? we explore the rise of thematic OTT services and discuss the opportunities and challenges they face.  The white paper features the results from Digital TV Europe’s Annual Industry survey 2020, where industry experts share their opinion on the relative appeal of specialist streaming, including…

Read More

WEBINAR | Live expert chat: Insight into thematic OTT services delivering content in a world of giants

Watch our recent webinar ‘Live expert chat: Insight into thematic OTT services delivering content in a world of giants’ on-demand for in-depth analysis and discussion about thematic OTT services, based on the results of the Digital TV Europe Annual Industry Survey and original research by Omdia. The free webinar session is available on catch-up here.…

Read More

Luke Boyle on OTT & the future of sports broadcasting

Magine Pro’s CCO, Luke Boyle shares his thoughts on the current climate and what he thinks the future has in store for sports OTT.  Usually, at this time of year, we would be heading back from several international trips to glorious places such as Monaco and Madrid, having attended some of the biggest sports broadcast…

Read More

Sports OTT: Live Sports Streaming & Video Delivery

You just won the exclusive rights for a highly in-demand football league and are looking to stream the games live for your fan base. Question is, do you have the technology platform for sports OTT to make it a success as your fan base starts to grow and incoming demands increases?  In this blog post…

Read More

Finding the UX/UI Sweet Spot: Designing a template for VOD and Live TV services

Today’s viewers can enjoy a wide variety new digital video-on-demand and live TV services on a range of different platforms. At MaginePro, we enable content owners and service providers to effectively engage their viewers by offering a series of customizable UX templates that meet their business needs and user expectations. Our templated solutions are designed…

Read More

Finding the right customer service setup for your OTT service

Customer care is an integral part of operations at Magine Pro. We know from experience that great customer service builds trust and loyalty, which ultimately reduces churn and can even encourage customers to make additional purchases, such as package upgrades, later on. It’s important for any OTT service to maintain a high level of customer…

Read More

Introducing OAFF by Magine Pro

Introducing OAFF (Online African Film Festival), the world’s first online streaming service dedicated to African & Diaspora film.  In 2015, Cinewax set out to make African culture accessible through cinema by promoted African and diaspora films through original programming, premieres, and festivals. After launching the OAFF service and a successful round of crowdfunding, Cinewax partnered…

Read More

Top 5 service features for sports OTT

OTT services can offer sports fans more opportunities to engage with content and their teams than is possible through traditional TV. For sports content owners, OTT services give greater access to the fans, enables them to capture more data and generate greater revenues. At Magine Pro, we believe there is real value in creating an…

Read More

WEBINAR | OTT Video delivery: Industry experts share experience & best practices

In our latest webinar ‘OTT Video Delivery: Industry experts share experience & best practices‘ we are joined by AWS and a number of Magine Pro partners to openly discuss the opportunities and challenges they face building and operating an OTT business. The webinar is available for free now, here. What you’ll learn: AWS perspective on…

Read More

Q&A: FlixOlé’s, María José Revaldería on the realities of running a video streaming service

Director-General of FlixOlé, María José Revaldería provides an insight into the conception and growth of Spanish Cinema streaming service, FlixOlé. What inspired the creation of FlixOlé as a video streaming service? One of the objectives of FlixOlé’s launch was to give young people access to the best films that Spanish cinema has created in its…

Read More

WHITE PAPER | Thematic Services: the future of OTT?

In our latest white paper, Thematic Services: the future of OTT? we explore the rise of thematic OTT services and discuss the opportunities and challenges they face.  The white paper features the results from Digital TV Europe’s Annual Industry survey 2020, where industry experts share their opinion on the relative appeal of specialist streaming, including…

Read More

WEBINAR | Live expert chat: Insight into thematic OTT services delivering content in a world of giants

Watch our recent webinar ‘Live expert chat: Insight into thematic OTT services delivering content in a world of giants’ on-demand for in-depth analysis and discussion about thematic OTT services, based on the results of the Digital TV Europe Annual Industry Survey and original research by Omdia. The free webinar session is available on catch-up here.…

Read More