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Boxee generated a lot of excitement on the part of online video fans when it said it would release a dedicated hardware device that will enable users to connect its open-source media center software directly to their TVs. But by becoming a hardware company, Boxee may have to choose between alienating its biggest fans and alienating potential content partners.
As Sam over at OStatic points out, much of Boxee’s success stems from a “very enthusiastic community of users” that has helped augment its media center platform by building out various content channels. But while some content owners have created their own channels, not all channels are built by the content owners themselves — or even sanctioned by them. As just one example, Boxee’s new chief creative officer, Zach Klein, told an audience at the Future of Television conference in New York last week that when he joined Boxee he was surprised to find that users had built channels for IAC’s (s IAC) Vimeo and College Humor, where he previously worked, without that company’s permission.
We saw the possible repercussions of such unsanctioned channel-building earlier this year, when Boxee got into a public cat-and-mouse game with Hulu over the online video site’s content being available through Boxee’s software. Since then, Hulu has gotten even more aggressive in trying to protect its content from being embedded on video aggregation sites without its permission.
Boxee has always defended its software by saying that it was just another browser, even if it was clearly meant to be used for navigating online video content when a user’s laptop is connected to a TV. But by becoming a hardware play, the company may have to rethink what content it makes available.
And therein lies the rub. If Boxee simply ports the software and all the channels that it and others have created into its Boxee Box without the permission of content owners — in other words, if it’s committed to remaining open and allowing anyone to build content channels for the device — then it risks alienating potential content partners. Or worse, it risks getting itself into legal trouble for distributing copyrighted content to the TV without getting the content owners’ permission.
For now the company says it’s committed to providing the same content on the Boxee Box that’s available through its desktop software — even if it doesn’t have rights to distribute that content. In an email to NewTeeVee, Andrew Kippen, Boxee’s vice president of marketing, writes, “It’s always been our goal to keep a consistent experience across all platforms — Windows, Mac, Linux, AppleTV, and now, the Boxee Box. We’ll do our best to make sure our users can access the same content across all the different platforms.”
The alternative would be for Boxee to provide content on the device only from companies with which it’s officially partnered, such as Major League Baseball Advanced Media, Current, Pandora, Digg and Tumblr. But there’s also a whole lot of content on Boxee from major broadcast video sites or cable networks that Boxee doesn’t have deals with, like Hulu, CBS, CNN, Comedy Central or MTV.
While Boxee is taking a chance by making unverified content available without a deal, others are playing it safe. Roku, which already sells a broadband-connected set-top device, only has content from partners available through its channel store. The company also issued an SDK earlier this year that will allow just about anyone to build their own content channels for Roku devices. But in that environment — on its platform and on its box — Roku will have the ultimate say when it comes to who is included.
If Boxee kowtows to content owners, the platform will not only become less open but it will also mean it will offer less content than what it currently makes available — which could make it less attractive to consumers.