From their work with purpose-led start-up teams, BurdaPrincipal Investments have made some observations where social purpose provides start-ups with distinctive competitive advantages.
TV Spielfilm live launched in July of last year and now has over one million registered users. Its latest coup is a strategic partnership with the international mobile communications company Telefónica. The TV Spielfilm live TV service is one of the digital flagship projects in the GROW! transformation programme created by Philipp Welte. BurdaNews managing director Burkhard Graßmann talks about the success of TV Spielfilm live:
How satisfied are you with the development of TV Spielfilm live?
Graßmann: We are very satisfied with the development of TV Spielfilm live. Since it launched in July 2015, over one million people have registered and up to 4,000 new users are joining every day. We are continuously expanding the service. To do so, we consider the interests and preferences of our consumers while also keeping a very close eye on the market. We are therefore very pleased that, together with our strong partner Telefónica, we can occupy a highly attractive growth market – the “mobile shift” will not stop at linear TV.
What is special about your collaboration with Telefónica?
By collaborating with Telefónica Germany, we are raising our streaming service to a new strategic level and tapping into substantial new market potential. From now on, our service will be offered to all O2 customers, giving us access to millions of potential new customers. This is a significant milestone for us, both from a commercial and a marketing perspective. The goal of our multi-year collaboration is to harness the growth market of “TV 3.0” together, and to get wireless television onto all end devices.
What potential do you see for TV Spielfilm live in the future?
The television industry is in upheaval: More and more people are cancelling their contracts with cable TV providers and switching to online alternatives. The number of these “cable cutters” is constantly increasing and there is great potential here. This is why, early this year, TV Spielfilm live broadened its availability and can now be viewed on the big screen too. With the aid of Apple TV, Amazon Fire TV and Android TV, the live TV service can also be watched directly on televisions. Instead of a cable connection, satellite dish or DVB-T, all you need to watch TV is an Internet connection. Making the app available on the big screen also opens up new marketing opportunities.