Target will debut the Target Ticket service Oct. 1 with a collection of about 30,000 TV and movie titles for purchase or rental.
Target is obviously late to the fast growing digital video market with some of their major competitors being Amazon.COM, Walmart and Best Buy. However Target believes that they have unique offerings by providing simplicity, parental controls and access to early electronic sell-through content. According to Target, 50% of their customer base has never downloaded or streamed video before, thus providing them a green field of opportunity.
The company has deals for Target Ticket with major studios, including Disney, Paramount, Sony Pictures Entertainment, 20th Century Fox, Warner Bros., Universal and Lionsgate. TV networks in the mix include ABC, AMC, CBS, CW, Fox, FX, HBO, The WB, Nickelodeon, MTV, Comedy Central, NBC, Showtime, Starz and USA Network. TV content is available for purchase only but may be streamed or downloaded.
One of the differentiators listed above is access to early EST, including day-after-broadcast TV episodes and movies before they are available on DVD. The service is compatible with UltraViolet to let Target Ticket customers import movies they have already bought from their UltraViolet account.
How many of you are in the 50% of target customers that have never downloaded or streamed video content? It seems a little early to tell how competitive they will be until we see what content they really have.