From its inception, Epix was destined to be a trailblazer for an industry on the cusp of disruption. The premium TV service was initially conceived in 2007 as a joint venture of Blockbuster Video, …
The premium TV service was initially conceived in 2007 as a joint venture of Blockbuster Video, Comcast and Lionsgate. At that time, YouTube was only 2 years old but growing fast enough to strike fear in the hearts of media titans. NBCUniversal and News Corp. were a few months away from launching their “YouTube killer” service, Hulu. Netflix had just introduced the streaming option to its rent-by-mail DVD service that had about 7.4 million subscribers.made its linear debut on Oct.
“The brand here is what we call ‘cinematic television,’ or television for movie lovers. We’re after the people who don’t go to the movies as much as they used to because they can’t find the kind of movies they used to love any more.” Greenberg and executives from Lionsgate, MGM and Viacom and a platoon of lawyers spent a marathon week on the 52nd floor of Viacom’s Times Square headquarters hashing out the terms of the Epix launch agreement in late April 2008. Lionsgate, MGM and Paramount Pictures committed to giving Epix the exclusive pay-TV window to new theatrical releases starting in 2009.
One of Epix’s initial selling points was the ability to offer its subscribers streaming access to the channel’s movie titles as an incentive to buy the linear service. In fact, the commercial debut of Epix as a brand came a few months before the linear launch when it was offered as a SVOD service via Verizon Fios.There was skepticism in the pay-TV world as to whether there was enough demand for another pay-TV service to compete with HBO, Showtime and Starz.
“Even though movies account for something like 80% of the viewing on most [pay-TV] channels, they are defined by original programming,” Greenberg says. “It was always in the business plan.”
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