shomi, the Canadian streaming video-on-demand service that launched this month, aims to slow growth of Netflix Canada with binge-worthy hits such as House of Cards and Orange Is the New Black.
To do so, shomi is relying heavily on U.S. content like those hit shows—and other titles including The Blacklist, 2 Broke Girls, Two and a Half Men, DaVinci's Demons, American Horror Story, Sons of Anarchy, Wilfred, Modern Family and Sleepy Hollow—to attract an audience.
The subscription video on demand (SVOD) brand's backers—Canadian cable giants Shaw Media and Rogers Media—are dipping into a $100 million war chest to license in-demand titles from Disney/ABC, CBS, Warner Bros., 20th Century Fox, Starz Digital Media and BBC Worldwide.
The service, offering 14,000 episodes and titles and more than 1,000 movies, is available to Rogers and Shaw cable and broadband customers, free of data fees. Priced at $8.99/month (with a free 30-day trial), it promises to deliver U.S. shows to Canadian subscribers sooner than Netflix.
Marketing tactics include a heavy social push (hashtag: #readysetshomi), an upcoming Xbox 360 app and testing Twitter cards in Canada. And content. Tons of content.
Curious, brandchannel spoke with Marni Shulman, Head of Content and Programming for shomi, about the importance of foreign content to a Canadian digital broadband brand—and any plans for original programming to celebrate its homeland. Continue reading...