Radio ITVT: "T Time" Takes on Performing Arts SVOD and Marquee TV

We're pleased to present another episode of "T Time," a regular podcast featuring news and analysis of the latest developments in advanced TV and video.

A joint project between ITVT and nScreenMedia, "T Time" is hosted by ITVT's Founder and Editor-in-Chief, Tracy Swedlow, and nScreenMedia's Founder and Chief Analyst, Colin Dixon.

In this week's episode, we talk about Colin's trip to Videoscape in London on October 10th, where he interviewed John Armah, COO of Marquee TV. Tracy and Colin break down what he had to say and discuss the opportunity for this performing arts SVOD service. 

Chapter 1: About Marquee TV (1:50)

Mr. Armah describes how the consumption of the culture content has changed over the last several years. Marquee TV is a response to this change, allowing people to consume culture content at their convenience. It certainly not the only service looking to engage with the fine arts audience. For example, there is Broadway HD, The Stage Network, and Digital Theatre.

Chapter 2: The size of the performing arts market (4:45)

Hollywood generates about £30 billion a year ($40 billion), according to Mr. Armah, and the performing arts is about the same size. The market has been difficult to service using traditional broadcast media. However, SVOD services can reach almost everyone interested via the internet.

One of the challenges for Marquee TV is that many of the theaters and performance arts organizers aren’t thinking about digital distribution. That makes licensing discussions challenging.

Chapter 3: Expanding the audience’s opportunity to engage with the arts (12:00)

For members of the Royal Shakespeare Company, they may only get to see one or two of the plays in a season. A service like Marquee TV could provide many more of the plays for them to enjoy. Mr. Armah is planning on targeting existing arts organization members with his service.

Marquee TV charges $8.99 a month, or $89.99 per year, for the service. Other arts-oriented services charge about the same.

We discuss the many opportunities there are to co-market Marquee TV with theaters and organizations producing the content. ConTV is taking the same approach with conferences targeting the same audience.

Chapter 4: The three target audiences (17:50)

There are three core audiences Marquee TV is aiming to reach:

  • Devotees of the arts
  • FOMOs – people who have been to the arts in the past but can’t find the time now and are afraid of missing out (FOMO)
  • New audiences, especially genZ and the millennials, where the service can offer a cultural experience on their terms.

Chapter 5: Competing for attention (23:45)

Mr. Armah sees the biggest competition for Marquee TV as being for the audience’s time. Offering the convenience of fitting the arts around an individual’s schedule is one of the biggest selling points for the service.  

We discuss some of the other challenges facing Marquee TV including getting on all the most popular devices