February 18, 2016
The article is about Dish Network’s implementation of
Sling TV, which is a streaming service. For twenty dollars a month, subscribers
have access to twenty live channels plus additional movie content and the
option to purchase additional genre-based packs. This interests me because it
shows how a television service is implementing another streaming service to the
market. Streaming services, such as Netflix and Hulu, compete with television
services. Ultimately Dish Network has created another form of competition for
itself. It markets the younger generation who have never had pay-TV and the
people who love sports. Sling TV’s recent growth has been based on the college
football playoffs and their future growth will hopefully be from “March
Madness” college basketball. Dish Network’s company lost twelve thousand
customers overall in 2015’s fourth quarter, but gained one hundred twenty-nine
thousand subscribers to Sling TV. While Dish Network is growing one business,
they are hurting their prime business. In order to grow Sling TV, Dish Network
appealed to a target market that enjoys sports, on-demand movies, no ads, and
has low income. This marketing strategy could be a step in the direction of a
crossover from pay-TV to streaming.
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