 TF1, the French broadcaster of the hit TV show ‘Heroes’ has welcomed the success of its video-on-demand (VOD) offer which allows French internet users to watch episodes of the second season of Heroes just 24 hours after their original US broadcast. With more than 50,000 paid viewings of the first episode in three days, it is by far the most successful VOD product in France. And although these figures still pale in comparison with the estimated 1.5 million illegal downloads per episode for the first season in France, TF1 is confident that it is building a viable alternative to piracy.
A deal to save their world  Heroes tops TF1 Vision box office In August, TF1 secured a deal with NBC Universal, the US network which produces ‘Heroes’, to allow for almost immediate online availability of episodes on TF1 Vision, the French broadcaster’s VOD service ( see story in French-law.net). Since the start of Season 2 in September, episodes have been available in both streaming and download-to-rent formats, directly from TF1 Vision, or through its Internet Protocol Television (IPTV) partners Free, Neuf and Club Internet. The episodes are available (with French subtitles) starting from 2.99 euros each, or by packs of two (4.99 euros) or three episodes (5.99 euros). The first episode of the second season was made available on VOD on 25 September and has been watched by more than 50,000 French internet users in three days, Le Point reports. Pascal Lechevallier, director of TF1 Vision, told the Hollywood Reporter that Heroes has become their most successful VOD product (see image above). A first step to defeat piracy For TF1, the VOD offer is an attempt to avert the high level of piracy experienced during the broadcasting of the first season of the show. Lechavallier told Le Point that “it was estimated that each episode of the first season had been pirated at least 1.5 million times in France.” The fact that the episodes were broadcasted in France several months after their US release was one of the main reasons many impatient fans were prompted to illegally download them. Lechevallier argued that the VOD service, by giving French fans almost immediate access to subtitled episodes at a reasonable price, makes illegal downloads less appealing. As proof that this strategy already had an impact on piracy, he welcomed the fact that many fan websites have, since the launch of the new service, stopped making illegal copies available. And although he acknowledged that the battle against piracy was not yet won, he said that those still choosing piracy “didn’t get it.” He argued that their stance had lost all legitimacy since TF1 has addressed the French fans’ grievance that they were forced to wait months before they were able to watch their shows. (Le Point)
Possible expansion to other shows and emulation by other networks As the Hollywood Reporter explains, TF1 and NBC will now assess whether simultaneous broadcasting through VOD is a viable business model to fight piracy and should therefore be extended to other TV shows. This experiment is being scrutinized by networks the world over and will certainly be one of the discussion points at the MIPCOM, the largest international audiovisual content trade show, which will begin on Monday in Cannes. SOURCES
- Emmanuel Berretta, TF1 vend 50 000 séances de "Heroes" en vidéo à la demande. Le Point, 28 septembre 2007. (via 01net.)
- Steve Brennan (with Rebecca Leffler), VOD to the rescue for television. The Hollywood Reporter, October 5, 2007.
- TF1 to Launch New Season of NBC’s Heroes on VOD. Worldscreen.com, September 25, 2007.
- Nicolas Jondet, French broadcaster will offer 'Heroes 2' episodes on VOD 24 hours after their US airing. French-law.net, 30 August 2007.
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