By Katherine NoyesIt seems safe to say that the subscription model has proven its merit for a wide variety of online content, but if there’s any area in which its success stands out in high relief, it’s video — just see the latest news from the Entertainment Retailers Association for shining evidence.Well, last week a brand-new video subscription platform was born. TAPP — short for “TV app” — is a new service that was announced Tuesday by Jeff Gaspin, former chairman of NBC Universal Television, and Jon Klein, former president of CNN/U.S. Its distinguishing feature? It aims to build a collection of numerous niche video networks built around personalities with super-fan followings.”TAPP channels will feature the nation’s top thought leaders in the fields of sports, politics, religion, relationships, entertainment, lifestyle, fashion, fitness and more, delivering daily content and up-close access to their most passionate followers,” the company’s founders explain.Subscribers will pay a monthly fee for individual channels delivered to their mobile devices, laptops and Internet-connected smart TVs. Long-form content will be available for those viewing TAPP on PCs and smart TVs, while mobile video users will be able to “snack” on easy-to-access and sharable content for mobile devices. TAPP, meanwhile, will orchestrate the entire process end-to-end, including program strategy, production, user experience, marketing, distribution, app development, back-end technology and deep data analysis.”In addition to great content, TAPP channels will offer a rich layer of consumer engagement for the super fan,” said Gaspin, TAPP’S co-founder and chairman. “We believe subscription services offer a superior business model while complementing current content offerings.”Monthly pricing for this “niche Netflix” will reportedly be a rather steep $10 per channel. No word yet on a precise launch date, but investors include Discovery Communications and Demarest Films as well as Google Executive Chairman Eric Schmidt.
New Video Subscription Platform Will Feature Niche Channels Based on Personalities
By Katherine Noyes It seems safe to say that the subscription model has proven its merit for a wide variety of online content, but