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Richard Plepler of HBO: OTT consumers are entertainment junkies
Manuela Walfenzao| 21 de octubre de 2015
Plepler: Mientras les des un buen producto ellos serán suscriptores
HBO’s CEO Richard Plepler hired a political pollster before launching its Internet-delivered HBO Now streaming service. Despite its unusual strategy, Plepler said he asked the pollster to treat this new product as a political candidate who needed advise to win over undecided consumers and offer them its programming in a new way. “We think there are 10 to 15 million additional homes out there that want HBO” Plepler said. “Our job is to make our network available to those people.” Plepler mentioned he has been “very pleased” with the reception of the OTT HBO Now, which launched exclusively on Apple TV and is now available through other Internet-connected devices. With this service they are reaching more millennial audience. “We just said to ourselves, We want to be available where, when and how people want our service” he pointed out. Plepler rejects the notion that the online offering has cannibalized the traditional pay TV business. Instead, his strategy has been offering HBO Now to cable operators to reach broadband-only customers. Plepler denied any HBOs rivalry with Netflix. “99% of Netflix subscribers also subscribe to HBO” he said. “These are entertainment junkies. As long as we deliver good product, theyll be subscribers.”
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