Cinedigm’s family-focused SVOD service, The Dove Channel, will now offer a live stream called Dove NOW – a 24/7 programmed channel featuring a mix from their vast library of nearly 500 films and 900 TV episodes. Launched in September 2015, as a partnership between Cinedigm and The Dove Foundation, the $4.99 a month, Netflix-style on demand channel offers inspiring and uplifting content from John Wayne Westerns to The Little Rascals to Michael Landon’s Highway to Heaven. The Dove NOW live stream will feature these titles, among others, along with kids programming blocks scheduled in the morning and early afternoon, and blocks containing more adult fare from fringe to primetime.
According to Erick Opeka, EVP Digital Networks, Cinedigm, this new feature will create a ‘sit back’ approach to their OTT app, “while simultaneously enhancing their (the viewer’s) ability to discover more content on the service.”
For years we’ve seen linear TV channels move into the digital on demand space in the likes of HBO GO, Showtime and all the authenticated offerings from the broadcast and cable networks. Now we are seeing the reverse – a digital on demand channel moving towards linear or live feed.
Company sources have said early results are positive, in that they are seeing an increase in usage because of it. But one has to wonder if this move was made in response to all the new virtual MVPDs out there, and the deals they are signing. Is it only a matter of time until we see Dove NOW, and other on demand offerings like AcornTV and Shudder, appear in the channel lineups for SlingTV and PlayStation Vue? I sure hope so.