Building A Different Bundle

Usually when we hear about the bundle, it’s about creating a triple or quadruple play of entertainment and comunications services: video, voice, broadband and/or mobile all on one bill. But Australian media strategist and News Corp. consultant Mike Walsh has a different bundle in mind — a content bundle that stretches across distribution platforms. “The big opportunity for media companies is to find ways to bundle their content into subscription packages that span channels and incorporate a variety of access technologies. Bundling is the key. The three elements to the bundle would need to be transport, content and identity.”
Instead of treating — and valuing — content based on access or distribution, he urges providers to think in terms of seamless ubiquity. “Imagine if Fox or Viacom offered consumers around the world an integrated package that included unlimited access to blockbuster movies, television programs, games and news content,” he adds.

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