Published:
06-Jun-08
Japanese movie rental chain Tsutaya has launched a digital video service accessible through the AcTVila portal. Branded Tsutaya TV, the store offers movies from Paramount, Warner Bros., Walt Disney and NBC Universal. TV shows such as
Heroes and
CSI are also available.
Tsutaya plans to offer 200 movies through the service by mid-June 2008, expanding to 2,000 titles by the end of the year. Movies are available to rent in high definition for ¥735 (€4.40) with the equivalent standard definition content priced at ¥525 (€3.20).
The AcTVila video on demand portal can be accessed over the open internet through broadband-connected TV sets from Panasonic, Toshiba, Sharp, Sony and Hitachi. Together the five manufacturers formed the TV Portal Service Corporation which operates the AcTVila service. A range of video content has been available through the AcTVila portal since November 2007.
Our take...
The Tsutaya TV service will run in parallel to the company's existing PC-based digital movie store. However, the direct accessibility of Tsutaya TV through the television set is likely to encourage uptake over the long term. Typically consumers have shown reluctance to pay for digital movies tied to the PC but if content can be easily viewed on the television screen adoption tends to be higher.
Services available through internet-connected TVs have advantages not only over their PC-based counterparts but also over those requiring a dedicated set-top box (STB). Whilst internet-connected televisions tend to be more expensive than sets without this feature, STBs require an additional purchase and set-up can be time-consuming. Both factors contribute to the low sales volumes typically experienced by STBs whose sole function is to provide access to a digital video store.
Following the launch of the first AcTVila-capable sets in 2007 the current installed base of such units is likely to be small. However, each of the five manufacturers is continuing to roll-out new models compatible with the service.
Japan,
