Some connected TV insiders liken FASTs to the second coming of cable TV. But the services are very different, though some of cable’s legacy problems still hamper them.
Top news stories (2:00)
FASTs aren’t cable TV 2.0? (9:00)
Many panels at the StreamTV Show in Denver discussed FAST services from various perspectives. One idea that participants on multiple panels echoed was that FASTs were, in some way, Cable 2.0. Not everyone agreed with the idea. For example, I interviewed Jeff Shultz, Chief Strategy Officer and Chief Business Development Officer of Paramount Streaming, about the idea, and he vigorously rejected it.
Many FAST platform providers also said they were limiting the number of channels on their service, even though there is no technical restriction to the number. The providers suggested that too many channels are unmanageable for users.
Because FAST platform providers are limiting channel space, they focus more on well-known brands to populate their channels. Both ideas, cable 2.0 and channel limiting, seem to be linked.
Discovery remains a huge challenge for FASTs (16:20)
The basic guide is the tool most FASTs give users to navigate the live channels. It isn’t up to the task. Shalini Govil-Pai, Vice President & GM of TV Platforms Google, presented the company’s newly revamped live guide. The most helpful feature is accelerated access to groups of related channels, like news, reality, and documentaries.
The guides exemplify the paradox of choice (20:40)
Users can scroll forever in the guide, making them overwhelmed by choice. It is only natural for them to fall back on the trusted channels they know and love.
Why FAST providers are not incented to promote relevant content (22:40)
FAST providers charge to promote a channel and won’t tell someone that is very likely to want to watch it that it is available. For smaller providers less able to afford to pay, it means they will struggle to find their audience.
Will points out that Roku and others have invested billions in growing their customers. If a channel wants to get in front of them, it must pay.
The Independent Streaming Alliance (27:30)
The Independent Streaming Alliance was announced at the StreamTV Show. The founding group of companies includes Allen Media Group, Chicken Soup for Soul Entertainment, Cineverse, and Revry. Philippe Guelton, chief revenue officer at Chicken Soup for the Soul Entertainment, explained why the independent streamers are coming together:
“We are joining forces to promote the value of independent streamers and to work hand-in-hand with platforms, advertisers, and regulatory bodies to ensure that we have a healthy ecosystem that benefits everyone, not just the few.”
I certainly hope ISA can help keep the FAST platforms open and inclusive.
