Content creators want to be paid for their work. While they don’t mind expanding their distribution platforms from TV to the web and mobile devices, they need to make sure that each of these venues is providing them with additional income.
With the launch of the 2010 Vancouver Olympics, NBC has setup an authentication system for certain content. Here’s how it works:
- A user goes to www.nbcolympics.com and clicks on the ‘Video’ tab.
- They then click on ‘Live and Full Replays.’
- In order to watch the entire replay, a user has to select their cable/satellite provider and then provide the related account information.
However, the authentication system introduced at step 3 is very inefficient for consumers.
For example, I picked my cable provider, Cablevision. I was then asked to provide my account information for Cablevision, which I don’t have readily available. Unfortunately, this means that I’ll have to either a) call Cablevision and request this information or b) wait until I get home to view this content.
For consumers, this is problematic. Users should be able to view their content by providing their residential address and/or their registered phone number. Authentication via an internal account number is counterproductive.
Furthermore, NBC should have also introduced the ability to pay for this content, providing that a user doesn’t have a cable account. A minor fee, such as $0.50 per-event would be reasonable and could help offset some of NBC’s costs.
While the system of authentication is a good idea, a lot has to be done in order to make it efficient for the user. Doing so will help the company as well as make the transition to digital easier.
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