Published:
16-May-08
The newest version of Sky Anytime on PC comes under the name of Sky Player and has a number of new features. The service, first launched in January 2006, now offers live simulcast of six Sky channels and an expanded catalogue of on-demand movies, sports and TV content from Sky channels. One of the key application improvements is introduction of progressive downloads which allows for immediate playback. The service is based on a mixture of streaming and Kontiki's P2P technology (both supplied by ioko). Sky pay TV customers can access most of the content for free (depending on the package) and some on pay per view (PPV) or download to own (DTO) basis. Non Sky customers can access TV content on a PPV/DTO basis and subscribe to Sports Highlights package. Rebranding of Sky's mobile TV service is expected to follow soon, while the pay TV service will retain the name Sky Anytime.
Our take...
Rebranding will generate publicity for the service, which has undergone a number of gradual upgrades since its last re-launch in autumn 2006. Some of the more recent improvements include addition of content from BSkyB's joint venture channels (National Geographic, Nat Geo Wild, The History Channel, The Biography Channel and Crime & Investigation Network) in December 2007 and a deal with ESPN in April 2008. The name choice Sky Player for the upgraded online service seems to be an attempt to bandwagon the success of the BBC's iPlayer brand.
Screen Digest believes that while the aggregated improvements to the service make it a valuable addition to pay TV subscription offer, Sky Player as a standalone service is unlikely to prove popular. Firstly, as Screen Digest has previously observed, application-based online TV propositions have less potential than browser-based services. Secondly, the unavailability of a significant part of the content offered beyond the walled garden of Sky pay TV subscription is also likely to prove a hindrance to the uptake of Sky Player. The sport subscription service is the most promising part of the proposition – Screen Digest research shows that sports subscription is the only successful online video subscription business model. However, since the sports offer to non Sky customers has not changed with the upgrade of the service, this part of the proposition is unlikely to experience a significant boost to its uptake either.
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