What TV.com Gets—and Hulu Misses
While the recent flap about Hulu pulling its video content, including NBC and FOX shows, from TV.com and Boxee (see related story) has kept all three company’s names in the news for the past week, it skirts the real issue: why TV.com gets online video—and why Hulu is right to be worried.
TV.com is solely owned by CBS Interactive, a division of CBS. It includes streamed videos from CBS properties, including CNET, CBSSports.com, and GameSpot, as well as shows from partners like Endemol USA, Metro Goldwin Mayer, PBS, Showtime, and Sony Pictures Television. Users can access video content that includes full programs, clips, live events, as well as summaries, episode guides, photos, news, and more. And that doesn't even include the user-generated content from an especially vocal group of readers.
When TV.com transitioned in December 2008 from a place to chat about last night’s shows into a streaming video destination, it did so with a clear understanding of how Web 2.0 social tools can enhance a site and engage an audience. Hulu had the head start and enjoys stronger name recognition, but it’s left looking like a lonely library, while TV.com is where the party’s at.
The Holistic Approach
TV.com doesn’t just include discussions on its pages; it ties discussions to the subjects in a way that puts user input at the center of the experience. We were impressed right from the start with how reader input is included in the rotating Flash component on the site’s homepage. A text field prompts readers to give their input about the show being promoted, while listing one or two of other people’s answers. A nearby link leads readers to more discussion of the show. It’s an ingenious way to get people talking and to let new readers know that the site isn’t just about watching streamed content.
Other homepage elements show readers that the site is the ultimate water cooler destination, but one where they control the content. Instant polls show the buzz on how shows are rated or who’s watching them. They can see what TV topics are being talked about the most and give their feedback on daily polls. The tone is friendly, relaxed, and fun; it’s never snarky or snooty.
The site wisely adds depth to its content by showcasing that night’s primetime lineup and by listing what’s new on DVD. It doesn’t take the narrow approach of only serving up TV content that the viewer might have missed: it takes a holistic approach and understands that it needs to serve the reader’s entire home video world, whether that means TV, computer, or DVD.
Step inside the site and you’ll find clearly marked areas for standard definition and HD videos, but those key pages emphasize browsing and sampling over finding. People who simply want to catch a show they missed will likely be frustrated that it takes several clicks to find full episodes of particular shows, and that’s because the developers clearly wanted people to wander around and enjoy the journey, catching things they hadn’t even been looking for. It’s similar to how there are no straight paths in a Las Vegas casino and all routes lead past the slot machines.
The site is full of interactive elements for key shows, such as a contestant tracker for American Idol. News stories feature the number of comments for that topic almost as prominently as the headline, letting readers see what the day’s buzzworthy subjects are.
So how did this all-encompassing approach take shape? We spoke to JeffClark, vice president of entertainment at CBS Interactive.
"If you look at the way users are interactive with television content online, it’s more than just the viewing experience," says Clark. He explained that in CBS Interactive studies, 35 percent of an average user’s program-related online activity occurred before the show was aired, 15 percent during the show, and 50 percent afterwards. The experience of a television show online goes far beyond the time spent watching a program. With that in mind, TV.com’s goal is to enhance a person’s program watching, not simply give it a new avenue.
"Our goal is to be complementary to television viewing, not cannibalistic,"Clark says. "We’re trying to create a more robust experience around atelevision show."
The Lonely Library
Visit Hulu after spending some time on TV.com and it looks empty. While it’s easier to find the shows and clips you want, you’re not likely to hang around after you’ve viewed what you came for. Clips have discussion threads, but they’re far at the bottom of the page, disconnected from the viewing experience.
Certainly, people looking for commercial programming online would prefer one unified site. Who wants to remember that NBC and FOX content is on Hulu.com and CBS shows are on TV.com (and ABC shows are where?). But until that day comes along, TV.com’s unified approach is far more appealing and more likely to succeed.
"Our goal is to make TV.com the most comprehensive destination on the Web for community, content, and information," says Clark. "We believe there's more to the experience than simply watching TV. People go online for more than just rebroadcast content--they are looking to discuss and share with other passionate fans."[Editor's note: Hulu seems to be getting the picture, and announced soon after this article was published that it would be adding social media tools.]