On Demand is a relatively new concept but one which once again is ruled by the Internet. It is basically a service which allows the audience to tune into their favourite television show from certain stations and to then watch the episodes at a time when they find it convenient. This is known as time shifting as instead of watching it when it is live and being televised, it is viewed at a later date. Sky offer the opportunity to ‘pause live TV’ which you can also do with several television cards which you can attach to your computer. This allows you to pause in the moment at which the set top box or computer begins to record. You can then revisit the beginning, fast forward, rewind and play with what you’re recording as much as you like. You are only limited by the amount of memory you have but as soon as you stop recording the image is lost forever as it is only reordered for time shift purposes.
Providers such as HBO and E4 are currently offering the On Demand option. E4 requires you to be a Resident of the
UK, have Windows XP on a PC with IE 5.5 or above, Windows Media Player 10 or above and a broadband connection. Then all you need to do is download a small patch and you are away. Some on Demand services may require you pay a one off set up or viewing fee.
The on demand package is and interesting one as it is similar to the download culture previously discussed but instead of downloading your favourite TV shows you can instantly stream them (although you don’t get to keep them this way but at least you stay out of prison!).
On Demand in one respect is not a new concept, after all, all the video content on Youtube and Google Video are on demand and ready for you to view at the click of a button. However getting essential viewing on demand is a step in the right direction to possibly reduce piracy and increase revenue. Whatever films I produce will be on both Youtube and Myspace so they will effectively already be ‘on demand’.
