Residing in the world of TV cord-cutting amid ever-expanding OTT platforms, the “nuanced” approach may be right for consumers, who may enjoy the hands-on building of their own virtual pay TV portal.
"We think there's a more 'nuanced' [emphasis added] role for us to play in helping you get access to the great media brands out there that you love and to be able to put together your own media subscription in smaller pieces: $5, $6, $7 or $8 at a time," said Mike Sievert, chief operating officer of T-Mobile.
Communications company T-Mobile is readying its own pay TV service. Last year, T-Mobile acquired Layer3 TV, a mid-size Denver-based pay TV provider that has launched pay TV services in a handful of U.S. markets.
This might be new wrinkle for some.
T-Mobile may be hinting that consumers do not like the idea of the all-you-can-eat traditional TV services that we have seen on cable, satellite, and telco, where consumers can pay $80 to $120 a month for a package of around 200 to 300 channels.
It might not even be one of those “skinny” virtual pay TV services.
In T-Mobile's model, we could call it "build your own."
Consumers may want to start at even a lower price point than the $20- or $30-a-month plans they might find on a Sling TV, DirecTV Now, Hulu or PlayStation Vue. To be fair, those services also have add-on TV network/app features. Perhaps T-Mobile will go one step further.
Amazon Channels may already be ahead in this area -- trying to operate in a similar world, allowing consumers to pick TV networks/programming on a virtual “a la carte” basis.At the same time -- on the other end of things -- there are some calls for new re-aggregation of the all-encompassing cable TV model -- at least in the virtual space. Does that mean some consumers will be back to where they started from, looking for the ease of operation when it comes to a big package of TV networks?
One thing is for sure -- modern TV consumers want choice, low price and ease of operation. There's nothing nuanced about that.