OTT: MOVE ALONG, NOTHING NEW TO SEE HERE
Every morning, around 8am, I rest my head gently on the shoulder of a woman I’ve never met. A short man nuzzles my armpit with his nose while the blond locks of the girl to my left tickle my face as they catch a brief draft. I can’t stand straight, the noise is ear-splitting and there’s no space to hold a paper or book. It’s my daily trip to the office, chauffeur courtesy of London Underground.
Through a chink of space between the shoulders of my fellow travellers, I entertain myself by reading advertisements for dating sites, tropical beach paradises and, more recently, an offer to “imagine a TV channel that learns what you want to watch.” “Lovefilm is not a TV channel”, it continues, but “it has more movies available to watch instantly online through your TV than all the other TV channels put together.”
Interesting, if slightly schizophrenic, pitch. Amazon-owned Lovefilm’s recent advertising blitz has, of course, been prompted by the arrival in the UK of a trans-Atlantic rival in the form of Netflix. Both services steam content to the TV over-the-top, via PCs, connected TVs, games consoles and other Internet devices. More interestingly from a business perspective, both claim that their main rival is not one another, but pay TV giant Sky.