Why I won’t be playing at The Royal Albert Hall or syndicating my own FAST Channel, and something about trousers

By Edward Norton, Digital Content Specialist

When were you last nervous? Becoming hyper-aware of your own hands and palms, each breath becoming a chore, your internal monologue rattling off unhelpful verses. Mine was in a dream where I’d gone to school and forgotten my trousers. Luckily, I woke up, and I still had them on – phew (especially concerning when you wake up on public transport). But that’s not the dream I want to tell you about.??

I’ve always dreamt about taking to the stage at The Royal Albert Hall, playing guitar to 5,000 adoring fans. Unfortunately, this is just a dream (for now), as they keep turning me away when I show up at the stage door. Being ‘honestly, very good’ and having a note from your Mum and dog confirming it isn’t enough, apparently. Blur don’t know what they’re missing.

I’ve not actually shown up at the stage door, but you can imagine what the answer would be. If you were to show up today to any of the leading free advertising-support television (FAST) platforms, looking to launch a channel with some great content, you might find yourself stuck on the wrong side of the stage door too.

No more, thanks, I’m full ??

When there’s a gold rush moment, everyone naturally rushes to get some and sell it. The issue is that when everyone has some gold and the same idea, that’s a saturated market.

Leading FAST channel platforms are now facing this issue. Every person and their dog wants to launch a FAST channel, so these platforms have naturally become increasingly protective of their audience. It’s a small marketplace, and syndication is challenging.

No one’s watching Jersey Shore on demand ???

Someone might be… however, the point is that if your content isn’t performing well on demand, sandwiching it in a linear schedule for a FAST channel isn’t going to make it more appetising. Take it from someone who’s eaten many a ?? sandwich and watched no seasons of Jersey Shore.

Quality content is the only way forward for FAST channel propositions.

Buy rights, win fights ??

I’m not suggesting you walk into Universal Pictures and start throwing hands - unless they’re fistfuls of money. FAST channels aren’t a cure-all cash grab for platforms, they need to have substance and a selling point. It’s exactly why I shouldn’t be allowed through the stage door of the Albert Hall yet.

Killer content is what makes it through the multi-tier approval process. Linear rights present an opportunity to get that content, even if it’s already available on demand elsewhere. If someone can watch the same title for free on your FAST channel, in return for some ads, it’s likely they’ll tune in.

Getting on stage ??

Premium content gets you inside the stage door, maybe even backstage. What about getting on stage and in front of that audience? You need to show that the content you have is ready to perform.

Recognisable titles with existing audiences are an easy sell because there’s an almost guaranteed return in ad revenue. No one is showing up to watch me perform alone at The Royal Albert Hall, however a night with Blur AND Edward… ?is a different story. It’s not selling the sandwich I mentioned earlier if you have recognised content titles alongside lesser-known — but still great — content.

FAST channels are an ideal option if your content is already proven to perform well. They aren’t a cure or an antidote to unpopular content. Winning a coveted space for your channel on these FAST platforms could net you Royal Albert Hall numbers.

UNBOXED

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As times (and people) change, we had a look at what the future of teleshopping channels might look like, and put together a useful guide on how to navigate the seas of infomercial TV. Read on.

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