DSTV Box Office FIRST MOVIE ON DEMAND ON THE CONTINENT
DStv this week launched the first video-on-demand service legally available in South Africa. Although certain enterprising viewers access AppleTV and even Netflix using several workarounds, the introduction of DStv BoxOffice is a milestone for South African television. Using existing PVR decoders (either SD or HD), DStv Premium subscribers can now access a small selection of “on demand” movies and rent them for immediate watching.
Despite the unusually American name, BoxOffice is, however, a novel solution different from the traditional internet-based VOD offerings available in other markets. In essence, DStv is pushing a selection (currently 15) of movies to capable decoders via their existing satellite broadcast system and storing them on the decoder’s hard drive in an encrypted format. Upon purchasing the required title the video files are unlocked (once again via the authorisation of the smartcard number transmitted via the normal satellite broadcast system). The movie is then immediately available without the need for the file to be downloaded.
OfferingDue to the methodology employed by BoxOffice there is a very real discussion about whether this really is “on demand” video. Traditionally on demand services provide a vast library of titles from which subscribers can select TV shows, documentaries, features or movies. Upon payment confirmation the selected title is then downloaded using either ADSL or (in the US context) cable networks. In South Africa this approach is, however, problematic due to our extremely limited bandwidth infrastructure.
As I have experienced myself trialling AppleTV recently, downloading HD movies are not an option in SA yet. I have a 4mbps line with uncapped ADSL from MWeb and using AppleTV, and trying for more than a week I have not been able to download a single movie yet. The “estimated time to start playing” (near instantaneous in the US) is generally about 6 hours and then just times out. The BoxOffice solution sidesteps this by relying on the existing satellite system. The tradeoff is, of course, a severely limited offering.
Movies are available for a certain amount of time before they are rotated. Viewers can rent any of the available movies for R25 (inc VAT). Upon delivery they are available for watching for 48 hours. Movies are generally released to VOD at the same time or slightly before they are available on DVD. Pricing is comparable to “latest releases” DVDs and other VOD offerings.
Rented titles are treated as if they are normal PVR recordings and allow viewers to play, pause and fast forward them as usual. HDPVR subscribers will receive movies in HD with Dolby Surround, while SDPVR users get the SD and Stereo version (the price remains R25). For subscribers paying via Debit Order, movie rentals can be added to their monthly account. Alternatively you can preload credits to your account using EFT or pay for movies using your credit card. Your BoxOffice account can also be restricted, limited or locked to avoid visitors (or children) draining your account. To entice users to try the system, the first movie is provided free-of-charge.
The current DStv system relies on one-way satellite broadcast. This means that requesting movies and purchasing titles need to be done by manually SMSing an on-screen code.
Usability
Generally the service is extremely easy to use. A software update enabling BoxOffice was pushed to all capable decoders. Before using the service you need to link your cellphone number to your smartcard by SMS-ing a code. You can link up to four “authorised” phones to your account. Only these numbers will be allowed to purchase movies.
Viewers access the service by simply hitting the green button on their remote controls. This brings up a (very green) screen with all the available titles. On this screen subscribers can get a brief summary of the movie, view a trailer (thank goodness!) and rent the movie. Upon renting the movie you need to select a payment option. A unique “rental code” is then generated. You need to SMS this rental code to DStv. After the payment has been processed a notification is displayed onscreen that the title has been unlocked – you can then commence watching the video. The whole process generally took about 3-5 minutes.
Although the on screen system is relatively easy to use, the website is a bit of a mess. A new, pretty BoxOffice website was launched at (http://boxoffice.dstv.com). This site provides an overview of the available movies and gives their trailers, descriptions and reviews. Registering and logging in to this website however, confusingly, only allows you to comment on this site. If you want to manage your BoxOffice account you need to go to “DStv Self Service” and navigate a myriad of confusing options.
Disappointingly (but not all that surprisingly) DStv was also totally unprepared for the launch. Users trying to register for the service caused load issues on their servers, rendering the service useless for launch night. Most of the backlog was processed by Saturday though and frustrated viewers received a free movie to compensate them for this frustration. Searching the forums will also show you many reports of corrupted movies and incomplete software downloads as well as unprepared call centre staff.
Design
The BoxOffice system relies on the existing DStv decoder design. In terms of user acceptance and consistency the design decisions were sound. It is intuitive an follows simple linear workflows. Any existing decoder user should be able to rent a movie without any problems.
This new service however just highlights how completely outdated and archaic the existing decoder interface is. Ever since the launch of the HDPVR in 2008 subscribers have been disappointed with the decision to stick to the original decoder interface design – apparently in the name of uniformity. The spartan, ancient pixelated design has unfortunately not aged well and looks amateurish and comical in 2011.
When comparing the BoxOffice VOD interface with competitors such as AppleTV (or even some companies using the same hardware as Multichoice) it becomes blatantly clear that there is little appreciation for aesthetics, design or modern UIX within the Multichoice stable. Considering the miserable failure the HDPVR software was (and still to some extent is) the decision to stick with the current design was probably the right one. It does however highlight how badly the entire platform needs a redesign though. (see the screenshots for a comparison with AppleTV interface)
Adding insult to injury, the whole system is coloured a unbelievably bright green (presumably to distinguish it from the similar looking blue PVR interface). There are also several small quirks in the general design. For instance, some video sequences are only in SD and text is severely limited by the SD resolution. Functionality such as the “rental history” is also hamstrung by the unidirectional communication as all “requests” are listed, rather than all successful rentals. The main screen “strap line” also continues to prompt users to register even after they have done so. Both these could be solved by some clever reconcilliation even when using a broadcast-only system.
Using SMS is a novel solution to limitations of a one-way satellite system. The implementation, however, leaves room for improvement. Upon renting a movie a simple confirmation reply would go a great way to easing concern about whether the request was received.
ConclusionThe introduction of video in demand in South Africa is certainly a welcome addition to the viewing landscape. DStv’s approach addresses some of the technical infrastructure limitations that result in true VOD still being unfeasible in SA at this time. This does unfortunately mean that the BoxOffice offering a very “light” version of this concept. Although easy to use and well integrated it offers a very limited selection of titles and very basic additional services.
This product will certainly come in useful for lazy nights with nothing on the TV (perhaps motivating DStv to introduce evermore reruns?), but will certainly not realise all the potential of a true VOD system. Without access to immediate release TV shows, documentaries and other content this system will remain limited. Requiring viewers to have a PVR also puts this service out of reach for the vast number of DStv subscribers. Unfortunately this means that those users who would most benefit (those on limited bouquets and those without access to DStv movie channels) will not have access. A sigh of relief for local DVD shops.
The outdated interface and lack of design innovation illustrates the costs of sticking to an ancient design and not being willing to update systems and grow as technology is developing. I see no other option but splitting the interface from the existing design and also offering a modern, HD equivalent. Whether Multichoice has the skills to pull this off is, however, an open question.
There are also rumours of DStv using this offering as a first step towards a full VOD system (presumably in partnership with MWeb). If this is the case, I hope they learn from this experience and seriously consider their platform and design choices before doing a full rollout.
In short, BoxOffice is a welcome move towards bringing the SA television market in line with international trends, but it is currently a severely limited product. I can see myself using this product occasionally, but I am certainly not adding this as a regular expense in my budget. If I was living on a farm or in a more rural community, this would be a game changer though. Without reliable postal or internet service I would be able to watch a movie mere minutes after renting it. Genius.
Full disclosure: The author is a DStv Premium subscriber and (very minor) Naspers shareholder. Apologies for the poor quality screenshots. HDCP restrictions meant a few digicam shots had to suffice.
Despite the unusually American name, BoxOffice is, however, a novel solution different from the traditional internet-based VOD offerings available in other markets. In essence, DStv is pushing a selection (currently 15) of movies to capable decoders via their existing satellite broadcast system and storing them on the decoder’s hard drive in an encrypted format. Upon purchasing the required title the video files are unlocked (once again via the authorisation of the smartcard number transmitted via the normal satellite broadcast system). The movie is then immediately available without the need for the file to be downloaded.
OfferingDue to the methodology employed by BoxOffice there is a very real discussion about whether this really is “on demand” video. Traditionally on demand services provide a vast library of titles from which subscribers can select TV shows, documentaries, features or movies. Upon payment confirmation the selected title is then downloaded using either ADSL or (in the US context) cable networks. In South Africa this approach is, however, problematic due to our extremely limited bandwidth infrastructure.
As I have experienced myself trialling AppleTV recently, downloading HD movies are not an option in SA yet. I have a 4mbps line with uncapped ADSL from MWeb and using AppleTV, and trying for more than a week I have not been able to download a single movie yet. The “estimated time to start playing” (near instantaneous in the US) is generally about 6 hours and then just times out. The BoxOffice solution sidesteps this by relying on the existing satellite system. The tradeoff is, of course, a severely limited offering.
Movies are available for a certain amount of time before they are rotated. Viewers can rent any of the available movies for R25 (inc VAT). Upon delivery they are available for watching for 48 hours. Movies are generally released to VOD at the same time or slightly before they are available on DVD. Pricing is comparable to “latest releases” DVDs and other VOD offerings.
Rented titles are treated as if they are normal PVR recordings and allow viewers to play, pause and fast forward them as usual. HDPVR subscribers will receive movies in HD with Dolby Surround, while SDPVR users get the SD and Stereo version (the price remains R25). For subscribers paying via Debit Order, movie rentals can be added to their monthly account. Alternatively you can preload credits to your account using EFT or pay for movies using your credit card. Your BoxOffice account can also be restricted, limited or locked to avoid visitors (or children) draining your account. To entice users to try the system, the first movie is provided free-of-charge.
The current DStv system relies on one-way satellite broadcast. This means that requesting movies and purchasing titles need to be done by manually SMSing an on-screen code.
Usability
Generally the service is extremely easy to use. A software update enabling BoxOffice was pushed to all capable decoders. Before using the service you need to link your cellphone number to your smartcard by SMS-ing a code. You can link up to four “authorised” phones to your account. Only these numbers will be allowed to purchase movies.
Viewers access the service by simply hitting the green button on their remote controls. This brings up a (very green) screen with all the available titles. On this screen subscribers can get a brief summary of the movie, view a trailer (thank goodness!) and rent the movie. Upon renting the movie you need to select a payment option. A unique “rental code” is then generated. You need to SMS this rental code to DStv. After the payment has been processed a notification is displayed onscreen that the title has been unlocked – you can then commence watching the video. The whole process generally took about 3-5 minutes.
Although the on screen system is relatively easy to use, the website is a bit of a mess. A new, pretty BoxOffice website was launched at (http://boxoffice.dstv.com). This site provides an overview of the available movies and gives their trailers, descriptions and reviews. Registering and logging in to this website however, confusingly, only allows you to comment on this site. If you want to manage your BoxOffice account you need to go to “DStv Self Service” and navigate a myriad of confusing options.
Disappointingly (but not all that surprisingly) DStv was also totally unprepared for the launch. Users trying to register for the service caused load issues on their servers, rendering the service useless for launch night. Most of the backlog was processed by Saturday though and frustrated viewers received a free movie to compensate them for this frustration. Searching the forums will also show you many reports of corrupted movies and incomplete software downloads as well as unprepared call centre staff.
The BoxOffice system relies on the existing DStv decoder design. In terms of user acceptance and consistency the design decisions were sound. It is intuitive an follows simple linear workflows. Any existing decoder user should be able to rent a movie without any problems.
This new service however just highlights how completely outdated and archaic the existing decoder interface is. Ever since the launch of the HDPVR in 2008 subscribers have been disappointed with the decision to stick to the original decoder interface design – apparently in the name of uniformity. The spartan, ancient pixelated design has unfortunately not aged well and looks amateurish and comical in 2011.
When comparing the BoxOffice VOD interface with competitors such as AppleTV (or even some companies using the same hardware as Multichoice) it becomes blatantly clear that there is little appreciation for aesthetics, design or modern UIX within the Multichoice stable. Considering the miserable failure the HDPVR software was (and still to some extent is) the decision to stick with the current design was probably the right one. It does however highlight how badly the entire platform needs a redesign though. (see the screenshots for a comparison with AppleTV interface)
Adding insult to injury, the whole system is coloured a unbelievably bright green (presumably to distinguish it from the similar looking blue PVR interface). There are also several small quirks in the general design. For instance, some video sequences are only in SD and text is severely limited by the SD resolution. Functionality such as the “rental history” is also hamstrung by the unidirectional communication as all “requests” are listed, rather than all successful rentals. The main screen “strap line” also continues to prompt users to register even after they have done so. Both these could be solved by some clever reconcilliation even when using a broadcast-only system.
Using SMS is a novel solution to limitations of a one-way satellite system. The implementation, however, leaves room for improvement. Upon renting a movie a simple confirmation reply would go a great way to easing concern about whether the request was received.
This product will certainly come in useful for lazy nights with nothing on the TV (perhaps motivating DStv to introduce evermore reruns?), but will certainly not realise all the potential of a true VOD system. Without access to immediate release TV shows, documentaries and other content this system will remain limited. Requiring viewers to have a PVR also puts this service out of reach for the vast number of DStv subscribers. Unfortunately this means that those users who would most benefit (those on limited bouquets and those without access to DStv movie channels) will not have access. A sigh of relief for local DVD shops.
The outdated interface and lack of design innovation illustrates the costs of sticking to an ancient design and not being willing to update systems and grow as technology is developing. I see no other option but splitting the interface from the existing design and also offering a modern, HD equivalent. Whether Multichoice has the skills to pull this off is, however, an open question.
There are also rumours of DStv using this offering as a first step towards a full VOD system (presumably in partnership with MWeb). If this is the case, I hope they learn from this experience and seriously consider their platform and design choices before doing a full rollout.
In short, BoxOffice is a welcome move towards bringing the SA television market in line with international trends, but it is currently a severely limited product. I can see myself using this product occasionally, but I am certainly not adding this as a regular expense in my budget. If I was living on a farm or in a more rural community, this would be a game changer though. Without reliable postal or internet service I would be able to watch a movie mere minutes after renting it. Genius.
Full disclosure: The author is a DStv Premium subscriber and (very minor) Naspers shareholder. Apologies for the poor quality screenshots. HDCP restrictions meant a few digicam shots had to suffice.
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