Bundled Mentality

There is more and more accord in the rights management world following the recent agreement between Google and the PRS in the UK, and the studios and Screen Actors Guild in the US.

This wave of pragmatism opens the way to a business model that is likely to become far more prevalent in the future in our 'always on' world, and that is bundling.

Rather than paying for individual content items such as a TV programme, it is far more likely that the analogy that has been so successful in traditional paid for TV will become the norm and a model which is already well established in music (Rhapsody, Nokia Comes With Music) and in video rental (CinemaNow, LoveFilm) will establish itself online. I'd expect Hulu to be amongst the first to add a premium bundle to its service.