Audiences for free-to-air television are in free-fall and now the streamers are battling it out for eyeballs (and subscriptions)
In an increasingly crowded streaming market, how do you get your product to stand out from the crowd? Well, BINGE has come up with one solution by giving Australian audiences the same day-and-date premiere of the highly anticipated Zack Snyder’s Justice League.
It’s all part of a strategy by BINGE in proving world class content for consumers. Executive Director Alison Hurbert-Burns spoke with TV Blackbox to explain that strategy:
“We feel very strongly that we’ve got the world’s best content, and we’re being able to serve it up for a streaming generation. We’ve gone out to the world and bought the very best content that money can get us from partners that we know are commissioning in a direction that we want to be going in,
While it’s true BINGE has a content library to be envied, history shows big events can drive up subscriptions quickly. Obtaining the rights to the Snyder cut of Justice League has the potential to do just that.
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“This was something that’s been on our radar for a long time, and we’ve worked really closely with Warner Brothers over the last few months to make this happen. We’re just so excited to be able to put it out there and let everyone know that it’s finally happening. It’s going to be here. It had to be in line with the world because this is a fan event, and we didn’t want people were finding out about the endings or the outcomes through internet forums. We wanted to make sure they had a chance to go with the world.”
And that’s the key. By allowing access as the same time as the rest of the world BINGE is giving fans the opportunity to watch the film legally and thwart the dreaded illegal downloads.
*Listen to the entire interview with Alison on the TV Blackbox podcast in the player below
Secrecy behind this new cut is so extreme even Alison hasn’t seen the film yet:
“I’ll see it when everyone else sees it. We know a little bit more about it, and we’ve had a few things being drip fed to us, but no, we’re kind of with everyone else. Every time something gets dropped, or we see the extended trailers and things, we’re all sitting around the same computer watching it together.”
But the acquisition of this film is part of a broader strategy, BINGE is an evolution of the FOXTEL brand and is keen to mark its place in the streaming world: