Dish Network won the bankruptcy auction to acquire Blockbuster Inc.’s remaining assets. Their bid of $320 million (will end up being around $228 million cash after adjustments) gives them ownership of some 1,700 stores, the brand, and I guess all the physical media in those locations.

“With its more than 1,700 store locations, a highly recognizable brand and multiple methods of delivery, Blockbuster will complement our existing video offerings while presenting cross-marketing and service extension opportunities for DISH Network. While Blockbuster’s business faces significant challenges, we look forward to working with its employees to re-establish Blockbuster’s brand as a leader in video entertainment,” said Tom Cullen, executive VP of Sales, Marketing, and Programming for DISH Network.

Mr. Cullen seems to believe DISH Network can bring Blockbuster back to its former glory, and I applaud his misguided optimism. DISH Network’s On Demand services is an example of the things that killed Blockbuster. The only things patching Blockbuster’s leaking roof right now is the 28 Day Rule Netflix agreed to over a year ago. If DISH is going to save Blockbuster as a brand, they will need to give it a massive overhaul.

I used to be an big fan of Blockbuster, especially their “All-You-Can-Watch” monthly fee service. I held my hometown Blockbuster’s record for most movies watched in a month at 72 until it closed. And as big a fan as I use to be, I don’t see any viable way to continue using their dated service model against Netflix, Hulu Plus, Vudu, Amazon Videos, and every cable and/or satellite service offering some form of On-Demand even with the 28 Day Rule as a weapon. I hope to see Blockbuster become something new and survive during this upswing of the economy.

Source: Dish Network

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