Owners: BBC Worldwide, ITV and Channel 4
4 OUT OF 5
For a big new media announcement driven by the largest names in broadcasting, there remains considerable secrecy as to the logic behind Project Kangaroo.
Currently limited to PCs and early adopters with media extenders or media centre-type PCs, the current universe is not vast. But every day we move closer to the widespread availability of on-demand content.
Unlike terrestrial TV, geography does not limit broadband distribution, so the market for Project Kangaroo is both local and worldwide, assuming rights are available.
Content will be streamed or downloaded using peer-to-peer technology. The platform will initially host BBC, ITV and Channel 4 content libraries, but, with its considerable draw, Kangaroo is likely to become the destination platform of choice for all other rights owners, large or small. In short, this seems to be about creating a one-stop-shop for all the UK's flagship programmes on demand.
In one move, Kangaroo locks up the UK's primary content rights into a broadcaster-owned platform ahead of any alternative services likely to be developed by Apple, Microsoft or Sony. As and when any of these do provide an alternative platform, the crucial UK TV content component will already be constructed and available if Kangaroo wishes to play.
By embedding the Kangaroo player into a broadband-enabled PVR, it ought to be possible to deliver a Sky+ type box, plus Freeview channels. All in all, it makes Kangaroo a potentially compelling consumer proposition.
Review by Chris Griffin, director of consultancy, Decipher.
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