RBR+TVBR INFOCUS
BOCA RATON, FLA. — In a world where “over the top” viewing choices continue to eat away at MVPD subscriber counts and vMVPDs have started to experience growth challenges, the entry of a new player into the direct broadcast satellite (DBS) space would seem a tad odd to some market observers.
Further, high-profile carriage rights impasses have resulted in myriad amounts of bad publicity across consumer and business media, with consumers venting their anger at TV station owners and channel providers alike.
A newly launched “skinny DBS” seeks to do what perhaps a vMVPD does, while skirting retransmission fee negotiations altogether by marrying a high-powered outdoor digital TV antenna with a dish capable of receiving a select group of cable channels from four media companies.
Quietly launched earlier this year, Orby TV is positioning itself as a satellite TV company “much like DirecTV and DISH.”
In some ways, it’s like a Simple Mobile of the DBS world.
That’s because Orby TV is a pay-as-you-go “skinny bundle” satellite service provider which has developed a platform that meshes free, over-the-air broadcast television with such channels as A&E, CNN, BBC America and MTV.
Now, Orby TV is formally making itself known, with CEO Michael Thornton driving the ship of the Burbank, Calif.-based operation.
Thornton last served as Chief Revenue Officer at STARZ, from August 2014 until July 2016. He joined STARZ in 2011 and before that served as EVP/Business and Legal Affairs at Disney/ABC Domestic Television. From 1999-2005, Thornton held the role of SVP/Programming Acquisitions for DirecTV. In this role, he led programming strategy, including the acquisition of all on-air acquired and original programming. He successfully negotiated numerous network, local broadcast station, sports subscription, and one-off event deals while at DirecTV.
This experience likely helped him in getting Orby TV respective carriage agreements with Discovery Inc., A&E, Warner Media and Viacom.
As a result, some 68 cable channels are available at $50 per month, tax inclusive, to those subscribing to an “Extras” package. An “Essentials” package at $40 monthly, including taxes, subtracts 24 of those channels, such as Cooking Channel, diy, and the few Spanish-language channels available to subscribers, such as History en Español, CNN Internacional and CNN en Español.
Further, premium-add ons include HBO, Cinemax, epix and STARZ packages, at varying price points.
Unlike DirecTV, DISH Network or a vMVPD provider, Orby TV is promoting its ability to provide services to consumers without the need of a contract or credit check. Additionally, the service is available to those without having to subscribe to high-speed internet — something a PR representative repeated when speaking with a reporter.
Joining Thornton in the Orby TV C-Suite are COO Tres Izzard and, as Chief Revenue Officer, Carl Crabill.
Izzard worked with Thornton at Disney; Crabill is a former colleague of Thornton from their time at DirecTV.
To control their service, Orby TV subscribers use a smartphone app to pause their subscription and re-connect without additional fees.
Orby TV hardware is available for purchase in all Best Buy and select Target retail locations. It is also available online with free shipping at the Orby TV website.
While the consumer controls whether they wish to subscribe or not on demand, the Orby TV receiver costs $100; a DVR-enabled option is available for $200.
“Quality professional installation” of the Orby TV equipment, including satellite dish and TV antenna, starts at $150 for the first receiver, and $50 for up to three additional receivers. Financing options for equipment and installation are available through Klarna.
“Orby TV is truly looking to make a difference for consumers who enjoy television by providing an alternative that is ‘easy to do business with’ and offer great value, affordability and transparency,” Thornton said. “Orby TV prides itself on offering a low prices without promotional gimmicks. For the estimated 30 million U.S. households who don’t have or want an expensive high-speed connection, and the millions more who want an affordable TV provider alternative, Orby TV offers quality TV entertainment at a reasonable price.”
But, it does have its limits, based on where the consumer may be.
While Orby TV’s spokesperson notes that the service “is effectively a lifeline for consumers in these remote/rural markets without reliable access to high-speed and looking for low-priced video alternatives and a terrific new option for the broader marketplace,” a customer in Tupper Lake, N.Y. — a far-flung town in the Adirondack Mountains — can only receive Mountain Lake PBS. In Kingston, N.Y., a part of the New York City DMA but some 90 miles north of midtown Manhattan, no “local” stations can be received; WRGB-6 and WMHT-17 from the Albany-Schenectady-Troy DMA are available via the high-powered outdoor antenna.
Markets where local translators or repeaters can be received make Orby TV an appealing alternative. In San Luis Obispo, Calif., over-the-air reception allows the user to receive ABC, MyTV Network, NBC, The CW Network, CBS, FOX, Telemundo, Univision, iON Television, Azteca América and even NHKWorld. But, there is no local PBS affiliate — bringing this Central Coast city the opposite problem of viewers in small Tupper Lake.
The biggest value proposition could come in communities with strong over-the-air broadcast access. Still, Orby TV may be an imperfect alternative to pricey cable bills or evading the rise in retrans squabbles.
At Streamline Publishing’s headquarters and RBR+TVBR‘s editorial offices in Boca Raton, Orby TV promised a mix of West Palm Beach and Miami channels … but not the ABC affiliate from either market. This mirrors reception challenges seen with RBR+TVBR through the use of an in-home digital TV antenna.
RBR+TVBR correspondents in Kingston, N.Y. and San Luis Obispo, Calif., contributed to this story.
