Doctor Who Travels Through Time To Stop Australian Pirates By Giving Them What They Want
from the sonic-screwdrivers-can-do-anything dept
HuwOS sent in news that ABC in Australia has learned that waiting a week after the UK airs Doctor Who to release any version in Australia is a recipe for piracy. As a result of this realization, ABC has decided to release episodes of Doctor Who on its ABC iview service mere hours after the show airs in the UK and a full week before it airs in Australia. In a world that seems to pride itself on 8 day or even one month delays (I'm looking at you Syfy), this is simply unfathomable. But not for ABC's Brendan Dahill.
ABC1 controller Brendan Dahill said the decision to air the show online before television was motivated by a desire to reduce piracy, as well as fulfill the needs of drooling Whovians, who have waited almost a year for the new series.Imagine that. Providing convenient and timely access to content reducing piracy. Most shows, particularly popular shows like Doctor Who, tend to show up on less legal services mere minutes after airing for those tired of waiting for the networks to catch up with their needs. Waiting at least a week after airing in another territory to make the show available would definitely result in a good number of potential viewers having already seen the show prior to legal options becoming available. Yet, making this move toward reducing piracy by making content available, ABC will be capturing more legal views and the revenue that comes with it.
" Piracy is wrong, as you are denying someone their rights and income for their intellectual property," Mr Dahill said. "The fact that it is happening is indicative that as broadcasters we are not meeting demand for a segment of the population.
"So as broadcasters we need to find convenient ways of making programs available via legal means to discourage the need for piracy."
One can only hope that other networks learn this lesson at some point. Yet, that may be a bit of an uphill battle as Brendan notes.
But he also acknowledged that the ABC did not have to compete for ratings like other channels, allowing it to make broadcasting decisions that provide convenience and choice for its audience.Funny how that works. When you are not bogged down by often unreliable statistics like ratings, you can provide services that your customers want. Its this rethinking of what brings about success in the digital age that will truly maximize revenue.