By now I’m sure everyone has heard the awful news that Soap Classics did not renew their rights for the P&G soaps. My response was delayed by the holiday posts, but I didn’t want it to pass by without comment. Soap Classics have put up a message on what was once their website saying they haven’t closed the company and intend to move on to other shows. Good luck to them and I’m grateful for what they did release and what we can learn from their experience. http://www.soapclassics.com
What we’ve learned:
1. The market for soap opera DVDs is now proven. In 2012, we had two separate companies (three if you count Dark Shadows which is an outlier for several reasons) successfully sell soap opera DVDs. Soap fans have long claimed that soap fans were just as fervent as sci fi fans or sports fans and would spend money accordingly, even though we haven’t gotten much of a chance to prove it. Although Soap Classics is closing both they and people who know have said sales were good, this despite the fact advertising was nearly non-existent and that many people who did know put off purchases that they would likely have made later if the company had continued with production. The market is now proven. I’m sure P&G had something in place to monitor sales, so they know that they were good.
2. Soap opera DVD distributor isn’t a job for a start up. The company had done processing before and they were looking at it through the lens of a technological problem. While there were tech issues, as a tech problem it was totally doable to pull episodes, process them and create either DVDs or online streaming. There were other problems that they didn’t see coming, including communications (see note 1) and rights (see note 2). Plus troubles with hacking their free streaming sites directed at other countries, clearly some work still needed to be done on the tech side too. I happen to be friends with two different owner/operators of small documentary companies and all these problems are very familiar to me from talking with them. They will be continuing issues for small companies, but they are not unexpected and there are ways around them. System problems plague all small time video distribution when trying to build up a company from the ground up and with Soap Classics they were never successfully overcome. A larger company would certainly have systems in place for many of these issues and be able to deal with more quickly and effectively.
3. Organization – Recordings are labeled by episode number. All synopsis are organized by date, or in some period publications the month, aired a difference in perception between the production people and the fans, but except for large round numbers fans didn’t know or care about episode numbers and production crew didn’t make notes of air dates for numbers in any format that we currently have access to making it inconvenient to mesh the two systems to find specific episodes. This will remain a problem until someone creates an inventory-directory that makes conversion from one system to the other, at least approximately, a workable system.
4. Rights – Soap operas are by nature a collaborative art form. As a result they are a property with a complicated rights package. This doesn’t seem to have been fully appreciated by Soap Classics going in. Rights have to be purchased from several sources, the most problematic were music rights. In the 1970s and 1980s a lot of top 10 hits were used on soaps which means that if there is any song you might want to hear again from say 1981, it was probably used on a soap and the rights holders know people still want to hear it and charge accordingly. The person who owns the music rights intend to make the most money off of their rights, most of these holders have now bought as a deliberate investment which they expect to pay off. However, even if it doesn’t seem like it, in most cases they want their songs to be played and used, because it can only make them more valuable. While we can pause a moment to look askance at former TPTB for not just buying permanent rights in the first place and saving us this hassle, there are systems in place to deal with it and while it might take more time and money than originally expected in most cases this too can be overcome with a proper system by someone who knows the ropes. Originally it was hoped that it could be worked around, but most of the earlier tapes have a single sound track instead of multiple tracks (where voices would be on one and music on another) so that wasn’t possible, but again this problem is neither unexpected nor insurmountable.
5. Pioneers don’t prosper – The pioneer in any industry is seldom rewarded. Much more common is when the pioneer company introduces the idea/product/service makes a short burst of money and an established company swoops in and actually figures out how to make money long term with the new idea, product, or system. A company already established that has a system in place for handling rights, for having space on shelves in stores, a duplication system, and existing relationships with rights holders (both individuals and groups) might well be successful and profitable where the pioneer failed. Now there isn’t an offer on the table as far as I know, but with a now established market and a desire by Proctor and Gamble executives to cash in, I’d be surprised if they didn’t shop it around to companies who are already offering either TV shows on DVD or TV shows via streaming.
I haven’t given up hope and a new project might be even better. There is no guarantee that they will follow up and there may be further loss of episodes if this project doesn’t move forward quickly, but there are as many good options for the future as bad ones and I’m betting on P&G to go for the money.
Note 1: Communication was always a problem with the Soaps Classic company. Even though they had a willing fanbase wanting to be utilized to spread any news, instead of telling us what was going on they always went for a surprise and vagueness. We should have known exactly what they were doing at all times to help them create Buzz. They primarily focused advertising online because it is cheaper, but they then didn’t follow up. They should have responding to tweets on Twitter and comments on Facebook. When they heard we were having watch alongs, they should have been all over that and promoting it all over the place. Actually they could have organized some themselves. They also seemed to have problems with communication across the board. I ordered various ways, direct by phone, online, through Amazon, and encountered problems with people knowing what was going on multiple times. I also one time paid for Express Shipping and it didn’t get here one minute faster than standard would have. They exhibited this kind of incompetence over and over, but those problems were inherent with a company trying to do too much too soon and nothing to do with soap opera episode sales and distribution in particular.
Note 2: The big issues that will define the 21st century will involve rights, who own things and who will get to use them, namely water and copyright/license rights on digital copies. Systems that have developed over time and piece meal don’t always address society’s current needs. There is an inevitable three way crash coming. On one side you have content owners, lead by the Walt Disney Company (who I most sincerely hope Walt himself would be ashamed of) trying to grab more and more rights for longer and longer times (the copyright on early Mickey Mouse cartoons should have expired by now, to prevent that happening a coalition lead by Disney dumped huge amounts of money on Congress to get them to extend copyright blanket across the board, it was unofficially known as the Mickey Mouse Protection Act). On the second side, you have a wave of people, mostly the group (rather stupidly) known as Generation Y whose education and play time has been focused on how you technically do things online without the necessary Information Literacy back up (due to school cuts in library programs among other issues) and so they think if they can do something technically they should be able to no matter who owned the original content. The third group will be those owners who are smart enough to realize that strict enforcement might not be their best bet and will allow some leeway to help word of their content go viral and ultimately get the best of both, like when movie owners tried to get the VCR declared a rights violation, only to fail and find they made more money than ever before through the new market for VHS and later DVD movie sales it created. However, this third group will still likely be attacked by both sides in the short term. Questions of who opens what, what rights does the original owner have, how much change is required to create a new original object, what rights for free use and to keep inspiring new products does the general public have, must all be redefined and answered before we go forward. Soap Classics might be a relatively early casualty of not including the mess that rights are right now into their business plan, but they will not be the last. We have some rocky roads ahead as figure out digital and content rights (and this is the easy one be glad I didn’t explain the water rights problem to you).