Free announced today the launch of its Personal TV service, TV Perso. There'd been rumours for quite a few months about their so-called Armageddon project, turns out this is it. So, what is it exactly? Since today, any Free TV customer can switch to Channel 13 and view content shared by other Free customers. Only customers equipped with the HD Freebox (Standard issue for new customers since April 2006) will be able to upload content, however.
Uploading will be easily done from any device equipped with an S-Video output. From what I have read so far, however, it seems that content recorded on the HD Freebox's PVR will not be uploadable (without going through a complicated process of uploading to one's PC through Free's ftp, burning it on a DVD and playing the DVD through an S-Video entry. In other words, it's easy, but it's not very digital.
That's one of the interesting aspects of this. Free seems to take quite a strong stance on enforcing a UGC-only policy. Here's what the press release says:
[...] contributors know or will know that if pseudos are allowed and even recommended, they do not grant anonymity or impunity. Unlike a "unterritorialised" Internet, this new service will contribute to teaching contributors editorial responsability and the respect of intellectual rights.
In other words, Free is saying here that customers are not only not allowed to share contents that they have no rights over, but it hints to the fact that Free will enforce this.
In summary, TV Perso is a UGC only, French only, Free customers only Youtube on your TV.
Interesting features are hinted at: uploaders will be able to either share the contents with all other Free customers - in which case they will be referenced in a public catalogue - or make them viewable by specific users only. Free is banking on the development of community users over families, associations, sports clubs, etc. Contents will be categorised, although I'm not sure how much textual comment can be added and how.
It's obviously hard to anticipate the usage that such a service will generate. No doubt this launch will be all over the press - and possibly even TV - tomorrow. No doubt it's a good marketing coup from Free after quite a few months of silence, and after delays on the commercial launch of their FTTH offer. It's probably not just that though... Here are a few of my random thoughts on the topic at this stage:
- provided enough content is uploaded and shared publically, this could develop a new approach and new uses of IP TV. The fact that the service is on your TV and not on your PC makes it inherently more accessible than Youtube or Daily Motion. Has Free found the service that will push broadband beyond triple-play? It's not impossible...
- the community angle is quite good from a marketing POV to boost customer gets customer approaches. The first thing I'm likely to upload is videos of my kids, but I won't want to share that with everyone. I will tell my family that they are there if they use Free however. I'll let you know if my mom falls for it! Again though, if enough people want to use the service that way, it could very well push Free broadband acquisitions up for enough months that they will bridge the gap with fibre even if that's late.
- trust TV Perso to boast porn content within a week. We all know what the internet is for, after all, and I'm sure this hasn't escaped the savvy marketing people at Free either. Now as far as I know, there's no advertising on TV Perso yet, but if the audience is good enough, that's a whole Free-owned TV channel right there for advertising revenues!
So is this the, or even a, killer app? Hard to tell. One thing's for sure though, Free has - again - thrown a large stone in the quiet broadband pond, and I'm pretty certain we can already anticipate that it's going to make some noise.
I'll flick to channel 13 tonight and let you know what it's like so far!
