The CEO SkyShowtime has emphasised the need for localisation across its footprint.
In an NEM interview with Sanja Bozic-Ljubicic, CEO Pickbox, Mediatranslations, Mediavision and NEM, Monty Sarhan said it was important to start with the consumer.
“We’re committed to these markets as opposed to other streamers who happen to operate here… It starts with the platform – available in 19 languages – we localise the content, it’s costly, but you have to start with the consumer.”
After 15 months of operation, Sarhan said the Paramount–Comcast platform already has a local series for each one of its regions and was on track to do the same in between 8 and 10 of its markets each year.
Speaking about the decision to offer an ad-supported tier in each of its territories, the US executive told delegates it was about giving the consumer more choice.
“We wanted to maintain more than price leadership, but to maintain value for money.
“No one else to date has launched across their entire footprint. They talk about CPMs not being the same as Central and East Europe, but why shouldn’t we give the same amount of choice in Spain, Sweden and Poland.”
Sarhan also revealed Sky Showtime has some of the highest active users in the market with some watching between 6 and 7 hours a day.
