Time Inc. has just launched a new, free ad-supported Video-on-Demand OTT platform: the People/Entertainment Weekly Network. Network GM Susanne Mei talks about navigating from the “OTT future” to “OTT present.” 
Cynopsis: How long ago did the process start for the EW/People project?
Susanne Mei: We built the programming and all the apps in nine months – which is a pretty incredible pace compared to other channel launches I have been a part of.
Cynopsis: What unexpected challenges did you face along the way?
Mei: Synchronizing the programming strategy and developing a product to work across different sized screens including mobile devices, TVs in the living room and everything in between. We will be launching across an array of platforms, devices in services during our first month which is fairly groundbreaking for our industry. Typically you launch across a handful of platforms and expand accordingly. This is much broader.
Cynopsis: What advice would you give to someone just starting the process?
Mei: You should definitely take a good look at what is already out there, what’s working and what isn’t – but don’t be limited by what you see. It’s still very early days in the OTT space and while Netflix and 
HBO have a model that works, it’s not the only way to do things. The PEN app offers a linear stream that plays when you open the app – just like a regular channel on the guide – which is something we didn’t see but thought would be a great consumer experience.
Cynopsis: What would you say to someone reluctant to jump in?
Mei: If you are a content provider and you think an audience exists for what you are creating then this is a great opportunity to go directly to your consumer. And while nobody knows exactly what the OTT market is going to look like in one, three, five years, if you’re not in it – you can’t take advantage of the opportunities that will come with the current rapid pace of change in the video space.
Cynopsis: What is the most crucial piece of support needed to succeed?
Mei: You need three things to be successful. Great content, great technology and a solid promotion / paid advertising plan so all your fans know that your content exists and how to find it.
Cynopsis: Where do you see OTT on five years?
Mei: It’s not going to look anything like it looks today. The app ghetto that currently exists – where you have to switch inputs in order to access on demand content – has got to change. “Digitally native” content will live right alongside what we think of as “regular TV” content because the consumer doesn’t care where the content came from or how it was delivered, they just care if it’s compelling
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