“Rogers On Demand Online” – Hulu North or just another VOD?

We’ve talked about the lack of a Hulu-type service in Canada on a number of occasions.  In the US, Hulu is a free service that allows users to watch full TV episodes and movies from a number of content providers in an on-demand service on their computers, either via a web browser or dedicated client.  The service does contain advertising, but is less intrusive than watching over the air or cable broadcasts.

Rogers announced that they have partnered with 15 network content providers to allow streaming of content from 19 different channels for free via the new website RogersOnDemand.com, and that it will be “TV Everywhere”.  Curently in closed beta, the open beta is due to start November 30th.  They’re also promising to bring it to mobile devices in early 2010.  For those looking for a Hulu-like experience in Canada this sounds great.  Except that it’s nothing like the Hulu model.  Despite the free nature, you will have to be a current Rogers cable subscriber.  Also from the announcement, you will only be able to access shows that match up with your cable subscription.

There’s an impressive list of features, and more caveats, after the break…

Whether or not Rogers can, or even wants, to become a Hulu like service seems kind of unlikely, given the ‘current subscriber’ model.  Even more telling is this quote from the announcement last week…

The Rogers service will be available from the MSO’s own portal and will be authenticated using a subscriber’s cable modem. “The beauty of this is, we can authenticate based on a customer’s modem… and we know if you are eligible to receive Discovery Channel,” (Rogers VP David Purdy) said [from multichannel.com].

From reading the tea leaves, it sounds more like Rogers has sewn up deals with the content providers, and that the partners have opted to go with the devil you know.  One of the bigger questions moving forward would be whether the online distribution deal is exclusive, or will other cable and satellite subscribers will be able to provide services for their customers.  Also up in the air is when Rogers says “mobile devices”, does that mean “Rogers mobile devices”?

I’d also like to ask whether streaming (about 500MB/hr) would count towards your data cap as a Rogers internet subscriber, but that’s kind of like asking whether a bear s#its in the woods.  Of course it does (according to an unsubstantiated forum post of course).  You can also look it up in a twitter search for #rodo.

Oh, and probably the MOST telling quote from the announcement…

“I don’t want to sound like a Canadian chicken little… but every consumer-electronics device coming out in the 2009 holiday season is going to have a widget guide built into it” that provides links to Internet video, he said. “The threat of disruption gets easier and easier.”

By offering cable TV programming on-demand on the Web, Rogers can gain leverage when it looks to raise rates in the future, Purdy said.

“Charge for it down the road,” he said. “Nobody wakes up in the morning and says, ‘I hope I smoke a few more cigarettes today.'”

If the likely need to be a brand loyalist hasn’t dampened your spirits, here’s the list of some of the features coming, via mobilesyrup…

RogersOnDemand.com features:

• High-quality streaming video player with full-screen option
• Dim the Lights feature
• Flexible click and drag video control
• Browsing by airdate, channel, type & title search
• Most watched & Rogers’ picks lists
• Last Chance list

Due in 2010:
Social features

• Links to social sites
• Viewing rooms
• Live event streaming
• User-generated playlists
• Rating videos
• Commenting

User preference management

• Playlists
• Recommendations
• Preview channel for non-registered users

Mobile

• By Q2 of 2010, Rogers On Demand Online will be available for mobile devices