50 CONTENT FOCUS Pop-up Channels
the SaaS model of a templated pop-up channel can make it easier for a business to do a channel. “From the traditional operators and broadcasters, there is interest in temporary channels, too – like we see with the Olympics where the BBC puts up ten extra channels for the coverage. We’re seeing a lot of interest around sports generally, from betting providers, as well as rights holders and from music.” The thing that distinguishes pop-up channels from simply streaming with a managed service provider, according to Furgusson, is the ability to self-purchase and self-deploy, and have control over the whole process. The pay-as-you-go aspect is also appealing in that you are paying for what you use only when you use it. “A templated SaaS solution makes it easy to get to a self-deployment model, rather than building it yourself. Of course, if something does go wrong, you may have to manage it yourself,” adds Furgusson. There are two basic paths of delivering a pop-up channel. The first is through an
THEY MAY WANT TO LAUNCH A SPECIAL TV CHANNEL FOR THE HOLIDAYS AND THEYWANT TO DO THAT IN SHORT ORDER
OVP, which can offer an end-to-end flow, including an app for the end consumer. This kind of set-up offers opportunities for monetisation and viewer engagement, analytics and brand building. At the other extreme is a channel fully run and configured by the content owner, which can offer a lot of flexibility and customisation – or a lot of headaches if you don’t know what you’re doing. The easiest publishing for someone operating a bare bones pop-up channel is to stream out to YouTube. Though this may not be as glamorous as your own branded channel with an app, the upside is that it’s
one of the easiest platforms in the world for audiences to access and engage with. People may not want to download your app, but they almost certainly already have YouTube on their phone. Using an established platform can also reduce the time required to build the channel. If you’re launching a channel around an unexpected event – a news service in the wake of a natural disaster or coverage of a concert that has been given the go ahead at the last minute – YouTube or Facebook Live are not bad ways to go. The reality for a lot of people will be a mix of managed services and DIY.
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