World Media Economics and Management Conference 2016

Windowing – the process of managing the release sequence for content so as to maximise the returns from intellectual property rights (IPRs) in television or other content assets - is changing because of transformations in the way that television is distributed and consumed. Growth of the internet and, alongside this, the recent rapid development of subscription video on-demand (SVOD) have been major catalysts. Drawing on original research into the experience of leading London-based international television producers and distributors, this paper breaks new ground by examining in depth how rights owners are adjusting strategies for exploitation of the economic value in their content. Findings show how the rise of digital platforms and outlets whose footprints are diffuse and boundaries are porous is disrupting traditional windowing models. This has necessitated new thinking about how best to organize the sequential roll out of content so as to build audience demand, avoid overlaps and maximise returns. This paper argues that changes in the dynamics of television distribution have altered not just processes for exploiting the value in IPRs but also content and content production, with implications for audiences as well as industry.