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Monday, October 22, 2012

Australian Media Giant Choose BitTorrent for Promotion

Australian Fairfax Media was unsatisfied with the cost of licensing video for its new TV website and simply chose BitTorrent for adding popular material for its audience.


Fairfax TV was recently reported to adopt a very unusual strategy to promote its content. The media giant decided to use the peer-to-peer network for searching the popular videos and find out what its audience is interested in. After this the publisher can contact the copyright holders of the popular videos to make a deal for making them officially available online.

This approach was announced by Fairfax’s chief Ricky Sutton during a government broadband conference in Australia a week ago. He explained how their approach in acquiring video could help the service gain popularity. Basically, their major way to obtain the content was visiting BitTorrent or other BitTorrent websites to find out what videos users are illegally downloading. After this they could go to the copyright holder of this video and try to make a deal with them to have it legitimately. In case of the successful deal, the media giant brings the video on their website and advertises on BitTorrent that it can be legitimately obtained on their platform. Of course, they share the revenue, which could be an attractive perspective for both BitTorrent and copyright holders.

In other words, through their official TV site, the media giant is going to use the opportunity and license documentaries in order to profit from them. The company attracts the producers with the promises of benefiting from the deal as well. The best thing about this approach is that Fairfax Media also advertises to BitTorrent members, thus splitting the profit when the pirates turn into consumers through the BitTorrent platforms.

Overall, taking into account that this approach is cheaper for the media giant than contracting shows as they usually did, it may become a very inspired strategy. It seems that the content industry has never used this method to identify consumer demand, but the experts believe that it’s likely to escalate soon.

This move is just another proof of the fact that even from an illegal angle, BitTorrent network is still quite relevant for the entertainment industry’s profit. Hopefully, FairFax’s decision to make use of the file-sharing while respecting the content would shake some ground for the similar services.

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