Why Content Studios Should Stick to What They Know Best and then drop FAST as the future of TV.

Ah, the world of content studios and their newfound obsession with creating direct-to-consumer apps. It’s like watching a fish try to climb a tree. Studios and content libraries, bless their hearts, have decided that building apps is the way forward. But here’s the kicker: audiences don’t want to download a different app for every studio. It’s as if every car manufacturer decided you needed a unique key for each model. Utter madness!

The reasoning behind this app frenzy is somewhat understandable. Platforms like Samsung TV Plus, Xumo, and Vizio are not only taking a hefty slice of the net revenues but are also failing to fill 100% of the advertising slots. And let’s not even start on the inefficient programmatic process that requires a small army of intermediaries to deliver ad breaks. It’s like trying to organize a pub crawl with a herd of cats.

Traditional distribution models are leaving studios with less than a tenth of the gross revenues, despite shouldering two-thirds of the cost and risk. So, in a bid to control their own destiny, studios have ventured into app development. But here’s the rub: studios are about as good at creating and marketing apps as I am at knitting. Audiences, on the other hand, expect all their content in one place, much like YouTube. They don’t want to juggle a dozen different apps just to watch their favorite shows.

Enter View TV with Kapang, the knight in shining armor. Kapang offers a best-of-both-worlds solution, providing a multi-content platform with a single supplier. This means a fair and sustainable revenue model for content studios and libraries, allowing them to focus on what they do best: creating brilliant content. It’s a hybrid model that combines the success of traditional TV and theatre releases, without the hassle of app development.

So, dear studios, stick to what you know best. Leave the app development to the tech wizards and focus on delivering the content we all love. After all, you wouldn’t ask a chef to fix your car, would you?