Six Questions: Epix CEO Mark Greenberg

21 May, 2010 By: Erik Gruenwedel

---

Watch a DVD /Blu-ray Disc movie from Lionsgate, Paramount or MGM and you will likely see a trailer for Epix, the upstart high-definition movie cable channel co-owned by those studios.

What separates Epix from Showtime Networks and other pay-TV offerings is that subscribers can access Epix content online or via a compatible portable media device. The channel, launched last October, has more than 3,000 titles available online via its enhanced service.

Charter, Cox, Dish, Mediacom, Verizon FiOS, and select Insight and NCTC television providers already carry Epix. In addition to expanding carriage deals with more cable and satellite operators, Epix is creating original programming in an effort to differentiate itself from pure content aggregator.

Indeed, Epix Megaplex (), recently wrapped up filming “Tough Trade,” a one-hour drama pilot starring Sam Shepherd and Lucas Black with music by Oscar-winner T-Bone Burnett (Crazy Heart). Other original programming includes the half-hour single camera comedy “iCon” from Emmy-winner Larry Charles (“Seinfeld,” “Entourage,” “Curb Your Enthusiasm”). The show is a satire centering on a technology tycoon whose ego is a study in power and greed. Finally, Oscar-winning director Oliver Stone is set to develop a one-hour scripted dramatic series for Epix, lured in part by the channel’s willingness to push the content envelope.

Home Media Magazine caught up with Mark Greenberg, CEO of New York-based Epix, to find out how a new video-on-demand (VOD) service can survive at a time when cable operators (notably Comcast and Time Warner Cable) have reported declines in video subscribers, including transactional VOD.

HM: Do consumers prefer to access VOD movie content paying a la carte, via a monthly subscription or through a free ad-supported service?

Greenberg: According to an Epix national survey completed in April, premium subscribers are viewing movies and entertainment across many different sources. The favored method for viewing movies is through a premium channel (90%); followed by free VOD (84%) and subscription VOD, which is included with the premium subscription (81%); basic channels (80%); and finally, paid VOD (51%).
 
HM: How important is it that Epix content is available on portable devices compared to the living room TV? In other words, is an Epix app an absolute prerequisite?

Greenberg: The multiplatform component is a key driver of value, and Epix is proud to be at the forefront of this emerging trend as the demand for mobile access continues gaining popularity at an increasing rate. Based on insight from our consumer survey, it’s clear that multiplatform movie viewing has crossed a threshold to become mass market. A majority of subscribers view movies across all platforms — on the channel, on demand and online at EpixHD.com. In fact, 61% of Epix subscribers consider the multiplatform offering an important driver of value, and two-thirds have viewed movies online since subscribing.
 
HM: Will consumers pay a premium for new-release movie downloads ahead of the rental window?

Greenberg: Consumers have demonstrated that they are willing to pay a premium for the highest-caliber entertainment experience and access to top-notch programming that they can’t get anywhere else. While Epix content is not for downloading, it is streamed on EpixHD.com and available on demand.

HM: How does Epix differentiate itself regarding new movie releases compared with other pay TV channels?

Greenberg: Epix presents new releases earlier than other channels — on average nine months after theatrical release. Among all program options, [which include the final performance of The Black Eyed Peas tour; Iron Man 2 special features “Tony Stark’s Life Source” and “The Props of Iron Man 2”; “Jackie Chan’s Most Challenging Role” from The Spy Next Door; and from Why Did I Get Married Too?, “A Tyler Perry Love Story,” among others] viewers are watching recent blockbuster movies the most.

HM: Is Epix working with any studio partners to engage as a digital conduit with a movie’s packaged-media release? For example, instead of including a digital copy with a DVD/Blu-ray Disc, there would be a code consumers could input for electronic access via Epix.

Greenberg: Epix is a digital conduit within the premium window. It is the first service to run its entire lineup on demand and streamed online on EpixHD.com, which offers more than 200 movies each month.
 
HM: Do you cross-promote movies between electronic and packaged media? Are special features, behind-the-scenes material and related content important to a movie’s VOD release?

Greenberg: Epix promotes new releases on air, in [subscription VOD] packages, and on EpixHD.com with trailers, interviews and behind the scenes features. These features are very popular and are some of the most highly viewed content on EpixHD.com, particularly among viewers age 18 to 34.

Bookmark it: