Advertisement
Current Issue
April 2014
Issue: December 1, 2007

OUTLOOK '08: ON-DEMAND

By: Dana LoPiccolo-Giles, Co-Founder/Managing Director, CreateSpace
While these services have gained in popularity among indies, a new group of content owners has also begun taking advantage of this option: networks and studios.  

The advent of inventory-free, manufacture-on-demand services, coupled with the massive buying power of online shoppers, has made on-demand distribution attractive to networks and studios. In the past, network content was often not made available for sale after broadcast due to the economics and long time frames of traditional inventory-based distribution.   

Now, networks and studios are starting to sell current programming and archived catalogues via manufacture on demand.  For example, individual games of the 2007 World Series were made available via manufacture on demand, as was CNN's acclaimed Planet in Peril program. The recent approval of CSS copy protection for on-demand services further supports delivery of high value network and studio content through this new avenue. 

Because it bypasses the slow process of manufacturing and inventory shipping of traditional approaches, manufacture on demand is inherently a faster way to get products to customers - only a few days after the World Series aired, DVDs arrived in the mailboxes of baseball fans. And since units are produced when customers order, titles never go out of print, helping to provide a long term revenue stream for content owners such as Charlie Rose, who offers thousands of past programs on-demand. 

Manufacture on demand is a rapidly-growing opportunity and continued developments should further expand the range of content for which is it applicable. But one thing is sure; manufacture on demand is not just for indies anymore.