business news in context, analysis with attitude

Variety reports that Walmart has hired Mark Greenberg, the former CEO of the Epix premium cable network, “to help develop a low-cost subscription video-streaming service … with a lineup of content and a price point designed to appeal to Walmart’s core base of consumers in ‘Middle America’.”

Neither Walmart nor Greenberg have commented on the report.

There have been reports that Walmart would like to launch a streaming video service that would compete with Amazon and Netflix.

Variety writes that “it’s not clear at this point what programming a Walmart SVOD package might include. But its chances of success will obviously hinge on the nitty-gritty details of how much it costs — and what customers will be able to watch … For Walmart, Greenberg represents an exec who’s well-versed in the challenges of running a subscription-video service. He was part of the founding team that created the strategic blueprint for Epix, which was the first cable TV network designed to span multiple platforms: linear TV, VOD and digital devices.”
KC's View:
One headline I saw suggested that this hire means that Walmart is serious about VOD. I’ll buy that.

I have to be honest, though. I’m having a little trouble envisioning exactly how this initiative will differentiate itself creatively from the rest. Not to say it cannot be done, but I’m struggling with what it will look like.