Technology
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It was over the day the studios wanted to have their own services instead of licensing content to Netflix and competitors.
Here in Australia I remember when we were told that every free to air station was working together to make a single streaming app, was very excited and it would have made me actually watch more free to air stuff.
Then those talks broke down and Insta we got 6 different streaming apps all requiring their own accounts and with differing levels of quality in their apps.
I did not end up watching more free to air tv.