Cinematic wallflower

 
SRG SSR SRG is extending its trials with video on demand. User numbers have risen significantly since January. 
Today, hardly anyone disputes the fact that digital technologies are increasingly turning television into a medium that is used individually and independently of predetermined program structures. Accordingly, there are increasing signs that video on demand (VoD) is on the verge of a boom. In addition to offerings that run directly via the digital set-top boxes of cable networks, the Internet is the distribution channel for feature films. Even if only a few offers are currently available from Switzerland, experts believe that VoD could largely replace DVDs in the medium term. The technical hurdles have been removed since devices have been on the market that allow PCs and televisions to be easily networked. The bandwidths available today are sufficient for the large data volumes of a feature film, and pirated copies can be prevented with effective copy protection mechanisms. However, because these are usually based on Microsoft's digital rights management system, Windows is often indispensable. Narrow selectionIn August 2007, SRG SSR entered the VoD market with its own platform. Since then, around 30 feature films and short films have been available on the websites of SF, TSR and TSI. They can be downloaded for between one and six francs. They are all Swiss productions, including such successful ones as "Vitus" and "Die Herbstzeitlosen". The project was launched as part of the "pacte de l'audiovisuel", a cooperation agreement between SRG and the Swiss film industry. As a result, the proceeds flow back into domestic filmmaking.
In view of the more than modest selection of films, the VoD platform has so far primarily served as a test laboratory for the new technology. In contrast to SF's own productions, which have long been available free of charge as podcasts or video streams, the copyright situation for feature films is more complicated: private producers also want to be compensated. SRG also uses Microsoft's digital rights management as a copy protection system, meaning that the platform can only be used with Windows operating systems.
SRG SSR has now extended the trial phase of the VoD service until the end of June 2008. Media spokesman Daniel Steiner explains that the aim is to gather further experience and then carry out a detailed evaluation. On this basis, a decision will be made as to whether and how the platform will be continued together with the participating Swiss film associations. Concrete figures on how many films are downloaded are therefore not yet available. Nevertheless, Steiner is optimistic: "In general, we are receiving a positive response to the VoD offer." This at least applies to the domestic market. For copyright reasons, films cannot be downloaded from abroad. This has led to disappointed reactions from the Swiss abroad.
If VoD is continued after the trial phase, all films produced as part of the "pacte de l'audiovisuel" could gradually be made available, according to the launch last year. Over the past ten years, this has involved more than 1,000 shorter and longer productions. "It's clear that audience success depends heavily on what's on offer," says Steiner. The adaptation phase for audiences has been slower than expected. Since January, however, there has been a 30 percent increase in usage without any advertising for the VoD platform. This is due to the expanded offering: Since the beginning of 2008, SF, TSR and TSI have been adding five films a month to their offerings.
 
Adrian Scherrer
HDTV as a jump-start for video on demandHigh-definition television (HDTV) could give video on demand a development boost. After Pro7 and Sat.1 discontinued their HD broadcasts in mid-February, the broadcasting group plans to offer HD content via its joint Internet portal Maxdome. According to German industry services, the first high-definition content will be available from mid-2008. However, Swiss consumers will not benefit from this. For copyright reasons, Maxdome can only be subscribed to in Germany. There are no plans to expand into Switzerland for the time being.
Maxdome has been offering video on demand in Germany since mid-2006. With around 10,000 feature films and series available in conventional picture resolution for a fee, the platform is one of the largest providers in Europe. The extent to which HD content will be added is not yet known. However, the technical hurdles are low: anyone who uses video on demand on their PC can usually watch HD content without any problems. The situation is different for those who use Maxdome via a set-top box that is connected directly to the TV without a PC. It must be replaced. (rer)