Austereo and Sony BMG are offering what they call Australia’s first IPTV venture even though it’s PC based. It’s a small start — an hour-long looped mix of music video and Austereo announcers called Crank TV that will be updated weekly. The site also will feature podcasts, ringtones and exclusive performances.
Austereo head Michael Anderson describes his company’s digital strategy as the “baby steps apporach.” At Sony BMG, Gavin Parry, GM-digital, told The Australian the US operation is delivering about 400 million video downloads a month. “It is a wonderful promo opportunity for us, but I consider it to be a real revenue stream,” he said. Crank TV will start as ad-supported but premium video content is a possibility. The two have agreed to a six-month exclusive relationship.
The Age reports that Crank TV, slated to go live in February, will be followed by movie/video download services from and ReelTime Infotainment. Even so, industry analyst Paul Budde told The Age Australia is three to four years behind Europe and Asia, held back by slower broadband adoption.
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