The Strategy Behind Upstart Satellite TV Service Orby TV

Satellite TV service Orby TV has found a niche in the market with a business that’s small yet viable, with under 20 employees and needing just 100,000 subs to break even. CEO Michael Thornton explains the business model for the scrappy upstart.

How does Orby TV’s business model differ from its competitors? 

Orby TV was launched a year ago with the fundamental premise that many Americans are sick and tired of paying $100-$150+/month for their pay television, yet enjoy the terrific lean-back experience and reliability offered by traditional platforms. Orby TV service starts at $40/month (all taxes/fees incl.) for a wide assortment of cable channels, yet with a prepaid/pay-as-you-go business model with no credit checks or contracts. And you don’t need an expensive broadband connection.

Customers purchase and arrange for professional installation of the affordable equipment and can turn the service on and off with a simple swipe of the app or an easy phone call.  Even when not subscribing, the customer pays nothing and yet still enjoys free local broadcast channels and use of the Orby TV IPG on-screen guide. 

Who do you consider your biggest competition?

While Orby TV uses tried-and-true satellite technology to deliver services, it stands alone as the only traditional platform dedicated to the pay-as-you-go model, and is filling the void left in the larger pay TV marketplace; analogous to that filled in the pre-paid wireless phone market for those wanting value.

And remember, with Orby TV as a satellite service, there is no requirement for costly high-speed Internet service, which makes it a great option for those folks who don’t want to hassle with switching TV inputs or remembering multiple usernames and passwords. 

Who is your target consumer?

With a $40/month starting price point, Orby TV has particularly high appeal for value-conscious consumers looking to trim their TV bill, but still have access to a wide array of cable channels 

A key market for Orby TV are the many Americans – particularly those who are older – who enjoy the ease of use and simplicity in experience of picking up the remote, hitting the power button, hitting channel up/down, leaning back and enjoying quality television. Orby TV has customers in all of the lower 48 states.

Why is the cost so low to consumers?

Orby TV has done a great job in sourcing suppliers around the globe that enable us to offer high-quality equipment and a first-class consumer experience – complete with DVR service available – at a low price point. With best-in class partners handing broadcast operations, authentication, billing, customer care and more, we can maintain a lean staff and operate a transparent business model with a non-promotional everyday low price point.

Plus, with locals provided through the Orby TV-provided digital antenna and no dedicated expensive sports programming, we make the model work and stand out competitively as a unique offering in the larger pay TV marketplace.

 

 

Related Stories

06/01/20: Cynopsis Media Tech Update

Tech

  Monday June 1, 2020 Twitter added a “public interest notice” to a tweet from President Trump as protests raged over the death of George Floyd in a confrontation with police. “We’ve taken action in the interest of preventing others from being inspired to commit violent acts, but have kept the Tweet on Twitter because […]

06/01/20: HBO Max grabs rights to Young Sheldon

HBO Max grabs rights to Young Sheldon

  Monday June 1, 2020 Today’s PremieresBravo: Below Deck Mediterranean at 9pDIY: Maine Cabin Masters at 9pPBS Kids: Hero ElementaryQuibi: Life-Size ToysTravel Channel: Beyond the Unknown at 10p Tonight’s FinalesABC: The Baker and the Beauty at 9pFood Network: Bakeaway Camp With Martha Stewart at 9p, Amy Schumer Learns to Cook at 10pTLC 90-Day Fiance: Self-Quarantined […]

05/31/20: Cynopsis Jobs

high five

  SR MGR MARKETING DATA ENGINEERPlaystationSan Mateo CA Build a strategy and a team of developers to evolve SIE’s marketing data infrastructure to align with and accelerate our marketing strategy for the next generation of gaming 10+yrs mktg tech exp. Full info HERE Sunday May 31, 2020 In today’s Jobs news: Cynopsis […]

05/29/20: Starz orders reimagined Step Up

Starz orders Step Up reboot

  Friday May 29, 2020 Today’s PremieresApple: Central ParkNetflix: Space Force Today’s FinaleVH1: RuPaul’s Drag Race at 8p Saturday’s PremiereNat Geo WILD: Heartland Docs, DVM at 8p Sunday’s PremieresABC: Celebrity Family Feud at 8p, Press Your Luck at 9p, Match Game at 10pAMC: Quiz at 10pEpix: Laurel Canyon at 9pID: Who Killed Jeffrey Epstein at […]

CynCity

Cynsiders

Instagram