Foxtel’s IPTV offering Play will be in market within a month, with the company’s executive director of television Brian Walsh announcing a mid-August launch at B&T’s MAD Week.
Walsh, who was speaking at MAD Week’s Inside Media panel, also announced a change of direction in Foxtel’s marketing with a move away from its retail-focussed messaging.
Play, which will allow subscribers to access Foxtel over the internet, will provide more “a la carte” access to Foxtel’s programming.
“That will liberate for a lot of people who have found Foxtel to be cost-prohibitive,” Walsh said.
“It will allow a lot of people who could not afford Foxtel before to get a Foxtel product over the net on to their PCs and on smart TVs.
“Suffice to say that we believe the future has to be about television that people are prepared to pay for fused with impressive technology that just makes it so much easier.”
The Foxtel Go app has been a “stunning success”, with more 60 channels on the device which has reached more than a million downloads.
Walsh said Foxtel has performed a trial marketing campaign in Queensland around its ‘Express from the US’ positioning and it had resulted in consumers being more “open” to Foxtel.
“I think it is fair to say that marketing that you will see Foxtel roll out in the foreseeable future will be a lot more around content then necessarily retail, which has always been a challenge internally,” Walsh said.
“We have fantastic content we just need to tell more people about it.”
Day-in-day television is the “only way you can compete in this world of piracy” Walsh said. For more from the panel click here.