Bitbop First Look: Premium Mobile Video Subscription Service

On March 24th, Fox Mobile Group announced Bitbop, a wireless subscription service that allows the user access to premium video content. At $9.99 per month, users will have unlimited access to Bitbop’s catalog of TV shows from Fox, NBCU, and Discovery with more content partners coming soon. Bitbop runs on either WiFi or nearly all major telecommunication carrier’s 3G networks.

Bitbop is solely owned by News Corporation. News corp is also a significant shareholder of Hulu (27%) which explains why we haven’t seen Hulu itself adopt the mobile platform. Clearly Bitbop is the mobile Hulu replacement which begs the question, why make two separate services dividing mobile and desktop computing? Obviously there is a reason, probably relating to advertising and operating costs, but an immediate answer isn’t available.

At CTIA, Bitbop demoed their service on a BlackBerry but state that both iPhone and Android versions of the application will be launching as well. Video looked good on the Blackberry Bold’s 480 x 320 pixel screen according to users who tried the service.

I recently spoke with Paula Batson, a prominent member of the PR team behind BitBop, to get some more information on this breakthrough service. Answers to content related questions remained vague as this service has yet to enter beta but it sounds like their soon-to-be announced partners include several other high-profile networks.

Will Bitbop include all fox shows?
“We have partnered with several large content providers and as such our programming will not just be Fox but rather a wide range of programming across networks. We anticipate a formal content announcement later this month. I think its fair to say viewers will be blown away by the breadth and quality of content available on bitbop.”
Quote from Reid Genauer, VP Marketing Fox Mobile Group

Will there be a delay as to when new programs are available, similar to the 8 day delay for House on Hulu?
There will be a slight lag in terms of when programs air and when they will be available on Bitbop. It varies by network and will likely be 1-3 days.

Are you open to partnerships with CBS, ABC, and other content competitors?
100%. Bitbop is intended to be a content distribution platform for many content providers. As noted above we have already partnered with several large networks.

Will full seasons of shows be available for viewing, or just a few of the most recent episodes?
A few of the most recent episodes for each show will be available at launch.

Will the $9.99 monthly charge include movies or just television shows?
The monthly charge will just include television. Movies will be sold a la carte.

Does the video resolution scale depending on data connection?
We have various content resolutions that the app dynamically chooses [from], [the app chooses] the best profile based on the connectivity.

Will streamed video look different than downloaded content?
The downloaded content uses the highest resolution of video available.

Will downloaded video be unwatchable after your subscription ends? If so, how will it be regulated?
Yes the downloaded content is removed from the handset at the end of the subscription using our proprietary DRM implementation.

I specifically asked about the video resolution available to users but didn’t get an answer. I expect to get more information on this service as we approach launch. Additionally, I will be a part of the BitBop beta and as such will be able to provide you more feedback on this service.

Bitbop Video Promo: