nScreenMedia OTT multiscreen media analysis

How online video is bolstering, leveraging traditional TV

There have been lots of TV programmers that have turned their focus on online delivery. However, there are also companies taking online content to traditional television as the lines between what is old media and what is new continues to blur.

Crunchyroll seeking to expand anime fanbase through Brazilian TV

Crunchyroll is the number 1 destination for the fans of anime. Over the last ten years, the service has built an online registered audience of 40 million, with over 1 million paying subscribers. The secret to the success of the service has been remaining close to the anime community. Of course, that has meant ensuring the best anime is available. However, the company also produces shows, started The Anime Awards, and now produces an anime conference called The Crunchyroll Expo.

The service is already available worldwide online but has found another way to expand the anime audience: through traditional linear television. Crunchyroll announced today that will produce an hour show on the Brazilian television network Rede Brasil (RBTV.)

The hour will include two subtitled shows, Black Clover and Re:Zero. There will beBlack Clover Spring 2018 an additional 8 minutes of programming produced by Crunchyroll’s Brazilian community managers Maria Luiza Petranski Arantes and Beatriz Braz Accioly. They will present the latest news in anime and fandom to the show’s viewers.

According to Joellen Ferrer, VP of Communications at Ellation (Crunchyroll’s owner), Brazil already has a strong anime community:

“There is an established and strong anime community in Brazil, and this move into linear TV was a way we could super-serve that passionate fanbase.”

It should also be good for the Crunchyroll online service. Those people that strongly identify with the content on RBTV should naturally turn to the Crunchyroll online service when they want more.

Zone TV delivers two new niche SVOD services to Comcast customers

Zone TV has built a portfolio of SVOD and linear channels which it offers to MVPDs for inclusion in their services. The content comes from digital original providers, is curated by Zone TV, and is delivered to MVPD customers over broadband to the set-top box.

Quark TVZone TV has already delivered several SVOD services to operators such as Comcast, DirecTV, and Telus. The company continues to expand the selection of channels available through operators. It announced that two new SVOD services, Xivetv and Quark, are now available on the X1 TV service. Zone TV worked with Alliant Content, an independent digital programmer of long-form factual film and television shows, to bring the services to Comcast.

X1 customers can subscribe to Quark and Xivetv for $4.99 a month each. They join other Zone TV services on the X1 set-top box, including FItfusion TV, Playkids, Tumblebooks, and Lion Mountain TV. The services all integrate into the X1 guide and customers can use their voice through the X1 remote to find and watch the services.

Online on traditional TV helps everyone

The approach that Crunchyroll and Zone TV are taking helps every involved:

  • Linear and pay TV get new content that appeals to niche audience without incurring additional content licensing fees
  • Online content gets exposure to an audience it may not already reach, and some additional revenue from TV advertising
  • Consumers get access to interesting new channels and SVOD services directly from their existing set-top box without entering credit card or additional details.

Expect to see a lot more online content finding its way onto pay TV systems and into linear TV schedules as the lines between old and new TV continue to blur.

Why it matters

Niche online content is beginning to find its way onto pay TV systems and into television schedules.

OTT on traditional TV helps TV programmers, pay TV operators, digital content providers, and viewers.

Expect to see the approach grow in the coming months and years.

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