SeeSaw has just launched its TV service bringing together recent and archive TV programmes from the BBC, Channel 4 and Five. It bought its technology from Project Kangaroo, which was joint venture by the same broadcasters that the Competition Commission blocked. Now that this service has finally arrived will it succeed?
3 channels in 1 place
Bringing programmes from different broadcasters into a single place has been popular elsewhere. Hulu did this in the USA where it offers programmes from NBC, Fox and ABC, amongst others, and has been very successful. For users it’s convenient to have all the programmes they want to watch all in one place and it encourages them to browse around and find various programmes, just as they do on their living room TVs. However, UK broadcasters already have their own successful catch up servies so SeeSaw will need promote itself heavily and attract users to its website.
SeeSaw will contain thousands of hours of archive programmes and this may help it to attract users. However, it’s not clear from its homepage that it contains a large amount of archive footage. It should make its proposition clear in its marketing material and on its homepage.
Most users will still prefer to watch programmes on their living room TVs rather than on their PC monitors. Living rooms are used for socialising and large TVs work much better PCs in this environment. If SeeSaw found a way to integrate its service into TV sets, set-top boxes or gaming consoles then it could get head of the competition. Netflix has does this quite successfully with its own streaming service in the USA and SeeSaw could benefit from doing something similar.