Column: A Hulu For The UK

Have you heard of Project Canvas? Despite sounding like a Scout group’s wet dream, it’s set to be one of the biggest web stories of the year, and could well establish itself as – engage caps lock – THE SAVIOUR OF BRITISH TELEVISION. Dancing on Wheels was definitely the front-runner for a few weeks there, but I’m reliably informed that the title has moved on.
The origins of Project Canvas go back to 2007, when a joint venture between BBC Worldwide, Channel 4 and ITV was first announced. The aim of this joint venture was to produce a supersite of video-on-demand content, made up of 10,000 hours of TV programming. The service had the working title of Project Kangaroo. Yes, Kangaroo. (Before I go any further, it’s worth noting that many of the names I’m discussing today sound like they originated in an all-together different kind of joint venture. I apologise for any confusion.)
The idea behind Project Kangaroo was to aggregate all the great content being produced by our major terrestrial channels, and – eventually – make it available via our TVs (as well as via a website). Some subscriber content would also be included. What followed was a mixture of consumer excitement and industry brow-furrowing. In June 2008 the Office of Fair Trading referred Kangaroo to the Competition Commission, which eventually killed it off in early 2009. Peter Freeman, chairman of the Competition Commission, said that, “This joint venture would be too much of a threat to competition in this developing market and has to be stopped.”
Ouch! Everyone has their right to an opinion, but Freeman was wrong: this was a stupid decision. What could have been a fantastic UK-based offering was stopped dead in its tracks, and British television audiences were left gazing wistfully across the Atlantic, where their American counterparts were experiencing the joys of Hulu.
Following Kangaroo’s demise, its core technology was sold off, and in February this year SeeSaw was released to a chorus of ‘Meh’. Seriously watered down and with no ITV content, SeeSaw aggregates archived content from the likes of the BBC and Channel 4. It’s a walled garden with limited content, and I don’t expect it to do very well at all. This is sad. On a brighter note though, Project Kangaroo also sowed the seeds of a far more ambitious project: the BBC-backed Project Canvas.
When it launches later this year, Project Canvas won’t be too different from using a standard TV on-demand service, such as Sky’s. You’ll buy a new set-top box and a standard remote control, and it will be a ‘sit-back experience’ (‘lean forward’ referring to video delivered over a PC). Think up-down-left-right, as opposed to a mouse pointer, and – obviously – interfaces will have to be much simpler and intuitive to use. The big difference will be that there’s no subscription barrier, and you will simply have to buy the appropriate set-top box.
The likes of BBC, Channel 4, ITV, Channel Five and BT are already signed up, and the prospect of being able to merge web content with traditional linear programming is proving a mouth-watering one for broadcasters, content-producers and – not surprisingly – advertisers. News is still sketchy about how Canvas will work, but I caught up with former CTO at Kangaroo, Tom Cape, who’s currently working on a Canvas-related project. Cape reveals that there will be three main elements.
First, there will be the linear channels (much the same as Freeview), which will require a broadcasting licence. The second element is on-demand content. It’s the third area that could create a real stir: an app store. This will enable producers to get more creative, much the same as they can with Apple’s App Store. As long as they meet the acceptance criteria, anyone should be able to build services in this area.
Unfortunately, there are a number of potential stumbling blocks. BSkyB is already claiming that the project is anti-competitive, heavy investment in infrastructure will be required from BT, and there’s no real way to gauge if the customer demand is there. But with no subscription barrier, a host of fantastic live and VoD content, the ability to integrate social and commercial add-ons to scheduling and the opportunity to create bespoke content, Canvas could light some serious fires in 2010.

