(cc) by spaceodissey/flickrThe Past: What was Kangaroo? Project Kangaroo was (a codename for) a proposed service offered by a joint venture company formed by BBC Worldwide (the BBC's commercial arm), ITV and Channel 4, in order to deliver a next-generation online VOD platform. Similar in function to the BBC iPlayer, and likely to rely on the same technology as its foundation, it would have allowed these players, and others that joined up on a more ad hoc basis, to commercialise their catalogue programming. It would be financed by subscription, pay per view, advertising, or a combination of these, direct from the consumer. In the case of the BBC, this would happen only after the end of the seven-day 'catch-up' window during which programmes are free to view on iPlayer. It is thought that Channel 4 had intended to close its own service, 4oD (4 on Demand), though it seems likely that ITV would continue to use ITV.com as a destination site, including its own videos.

The Present: On 4th February 2009 the Competition Commission (in the UK) blocked the proposed venture, arguing that should the major video content creators in the UK club together it would disastrously stifle competition and squeeze out other companies in the arena. Competitors such as Joost and Babelgum had strenuously opposed the venture, themselves having created destination viewing platforms, including a wide range or (frequently archive) programming from the UK.

The Future: In terms of Kangaroo specifically, it's all over, and the JV team has been disbanded. In terms of the individual broadcasters' online video plans, these look to be a continuation of the status quo. 4oD looks to be saved (for now) from retirement, and ITV has ITV.com, which does appear to be making money, if not in the bagloads they're hoping for. Only BBC Worldwide remains without a delivery platform of its own, and it remains to be seen whether it will be able to make use of its investment in the iPlayer platform which was intended to underpin Kangaroo. In terms on online video sales, iTunes dominates around the world, and it looks likely that broadcasters and content owners will continue to sell programmes on a case-by-case basis on iTunes, but this all depends on what Apple wants to feature. Possibilities for discovery of new shows remain low on iTunes, so people buy what they know, hence the desire for the broadcasters to take the reins themselves. Whether they go to a Joost or a Babelgum remains to be seen - but it looks like exclusive tie-ups won't be allowed.