Dish Network announced its rumored Netflix/Qwickster competitor at a press conference Friday.
The service, Dish Network with BlockBuster Movie Pass, is not a direct Netflix competitor per se. Instead, it's a $10 monthly add-on for existing Dish Network subscribers that will ofer them access to DVD and Blu-ray -- as well as video game -- rentals by mail, along with access to streaming movies and TV shows. It will debut on Oct. 1 and be accompanied by a big advertising campaign.
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In other words, this is a mashup of BlockBuster's existing mail and online services with Dish Network's current video-on-demand service. For Dish Network subscribers, this is a great deal. But we're scratching our heads to find the value for everyone else.
Dish does say it has plans to offer services for non-Dish Network subscribers. However, in its initial state, the BlockBuster Movie Pass bundle will only be available to 14 million Dish Network customers. These customers will need to have an IP-enabled receiver to access content.
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Where Are the Connected Devices and Apps?
On paper, the Dish/BlockBuster deal looks good, especially for existing Dish customers. What concerns us, however, is the lack of focused on third-party connected devices like set-top boxes, Blu-ray players and tablets like the iPad.
Dish has various offerings on the iPad and BlockBuster has dabbled with getting support on select mobile and connected devices. However, it was clear the folks at Dish Network haven't figured out or finalized their strategy in regards to connectivity.
Assuming Dish can extend its current iPad functionality to include access to the new streaming content, the company will be on the right track. Still, we think it's essential any company launching a subscription streaming program focus on the connected device market.
For instance, Dish could take a queue from its competitor DirecTV and look at making some of its services available on game consoles like the PS3.
This Isn't a Threat to Netflix
As dissatisfied with Netflix/Qwickster as customers may be, this new Dish/BlockBuster offering isn't a real threat to its separate offerings.
The requirement to be a Dish subscriber, deal with their installers and equipment, and pay their fees is going to be a deal-breaker for most potential customers. Let's face it, not everyone wants a dish.
Moreover, the streaming component seems to be a largely rebranded version of Dish's existing video-on-demand offering. Plus, while the rent by mail option is nice, it sort of misses the point of what has made Netflix so great.
We also think the people at Dish Network are greatly overvaluing the importance of the BlockBuster brand. While everyone knows BlockBuster, it doesn't mean all consumers like or trust the brand.
The real news from this announcement is that this is the first bundling of an over-the-top (meaning, delivered by IP) streaming solution alongside a traditional content delivery play. Comcast and other cable companies have been investing heavily in TV Everywhere, but thus far, those solutions have largely been network dependent. HBO Go, the most successful TV Everywhere execution to date, is an HBO product, not a Comcast product.
Our hope is this move will entice other cable and satellite providers to consider bundling or enhancing their over-the-top offerings alongside the typical television content.
This story originally published on Mashable here.
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