Some weeks ago NRK - Norwegian Broadcasting put up one of the most popular shows in Norway on bittorrent. For free, with no DRM, no country restrictions. It has been a huge success and so far about 100 000 episodes have been downloaded by our readers! After being featured on boingboing and digg, Eirik Solheim of NRK was interviewed by the German website Tagesschau:
If you want control of your content you need to lock it down in a vault and never show it to anyone. We gave up control of our content the day we started broadcasting. For years our most popular content have been available on BitTorrent and on sites like YouTube anyway. DRM doesn't work. The only way to control your content is to be the best provider of it. If people want it on YouTube then you should publish it on YouTube or in a system that give the same experience. If people want it on BitTorrent then you should provide that. If you do it right people will come to your official publish point and you'll end up with more control.
Tjervaag calls this “The NRKbeta doctrine”:
I hereby coin the NRKbeta Doctrine: The only way to control your content is to be the best provider of it.
Yesterday we saw that the creators of South Park has understood the NRKbeta doctrine! Now you can see all episodes of South Park at southparkstudios.com. Why go somewhere else when you can see everything South Park on the South Park website?
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