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Olvasom az Origo tévés oldalán, hogy az RTL Klub hamarosan fizetőssé teszi egyes online tartalmait és a TV2 is valami hasonlót fontolgat.
Jellemző, hogy miközben a vezető kereskedelmi tévék csak több éves késéssel mozdultak rá az internetre most, amikor pénzszagot éreznek azonnal lépni akarnak.
Pedig nagyon tévednek. Az emberek legfeljebb csak a speciális, máshol el nem érhető rétegtartalmakért (niche content) hajlandók fizetni, azért is leginkább csak akkor, ha ezt a pénzt leírhatják az adójukból (WSJ.com, FT.com). A tömegmédia (ide tartoznak a kereskedelmi tévék) tömegtermékeket állítanak elő, amik könnyen pótolhatók. Máshonnan, ingyen.
A tévés honlap elsődleges funkciója a csatorna támogatása. Az, hogy az oldalakon elhelyezett reklámokkal egy kis pénzt is keresnek csak hab a tortán. Akadnak persze a világban olyan tévés honlapok is, amiken rengeteg önálló tartalom jelenik meg, de sem az RTL Klub, sem a TV2 honlapjai nem tartoznak ezek közé. Ezek a minimális létszámmal, minimális pénzből készülő honlapok szinte teljes egészben csak újrahasznosított tartalmat, promóciós anyagokat tartalmaznak.
Megértem a kereskedelmi tévék vezetőit, hogy fáj nekik bevételeik drasztikus visszaesése (sok újság persze nagyon boldog lenne ekkora jövedelmezőséggel), de hamis illúziókat kergetnek, ha azt hiszik hogy a fizetős online tartalmakból fogják ezt pótolni. Amikor jól ment a szekér, a kereskedelmi tévék vezetése mélyen lesajnálta a hozzájuk képest kevéske pénzt termelő internet. Amint rosszabbul kezdett menni, elkezdték leépíteni egyébként sem túl népes online részlegüket. Most pedig fejni szeretnék a kórosan sovány tehenet.
Még nem késő. A fizetős tartalmak tervezgetése helyett még most is el lehetne kezdeni önálló online tartalmakat, saját webes szolgáltatásokat fejleszteni. A kereskedelmi tévék még most is rendelkeznek azokkal az erőforrásokkal, amik segítségével valóban korszerű webhelyeket építhetnének fel. Ehhez azonban el kellene szakadni az eddigi sablonoktól, meg kellene szabadulni az azonnali pénzkeresés görcsétől. Vagyis éppen attól, ami ma a kereskedelmi tévéket leginkább jellemzi.
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@prospero: Csak ismételni tudom: Nagyon értékes és egyedi anyagot kell kínálni ahhoz, hogy az emberek fizessenek érte. (További elrettentő tényező lehet a túl magas ár és a macerás fizetési rendszer.) Nem hiszem, hogy sokan hajlandóan lennének fizetni az RTL Klub lefutott műsoraiért. (Valószínűleg ők sem hiszeik, ezért nem vezetették be eddig.)
Hát azért az RTL-en van egyedi és broadcast cuuc, olyan amilyen külföldön is a VoD-ok vagy a broadcast (pl. Hulu) alapja... és ezeken szokás listing bevételt szerezni. lásd RTL MOST
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@agyvihar, @Zoli: Ha a tévék ilyen szolgáltatásokban spekulálnak, akkor semmi baj. Ehhez azonban komoly fejlesztésekbe kellene kezdeniük. Attól tartok azonban, hogy nem erről van szó, hanem a kapósabb témák fizetős fal mögé rejtéséről. Annak pedig kevés értelmét látom.
Előfordul olyan, hogy az embert érdekli valamilyen archív műsor, amit nem látott, de utólag megnézné. A fizetés sem kizáró ok ebben az az esetben, de két feltétellel: olcsó legyen és könnyű legyen.
Vagyis pl. 300 forintot nem adnék alkalomadtán egy archív műsorért, de 50 forintot talán igen, és a mikrofizetés triviális legyen, ne kelljen regisztrálni hozzá az oldalon (smsfizetés vagy hasonló).
A longtail stratégia szerint jöhet be ebből pénz, de a lényeg, hogy ne legyenek mohók. Nagyon olcsó legyen, és ne tekintsék fejős tehénnek ezeket a tartalmakat.
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