Ten has become the first Aussie commercial free-to-air TV network to strike a deal with Microsoft to launch its on-demand app on the Xbox platform.
A library of 25 programs will be available when the app goes live for Xbox Gold Live users, and is the first product release for Ten’s “TV Anywhere” strategy, according to chief digital officer Rebekah Horne.
“Our goal is to deliver a TV experience anywhere that consumers are engaging with video content. Ten’s TV anywhere strategy will be realised over time by a number of product releases across different platforms and devices,” she added.
The product will be monetized with ads in the program breaks, and a spokeswoman for Ten said they may look at targeted ads in the app itself, but refused to comment on the number of users and views they are anticipating.
Shows such as Offspring, Bondi Rescue and The Graham Norton Show will be part of the initial 25-program offering, while Ten News at Five and Ten Late News will also be available.
Microsoft is set to launch the new console Xbox One in November, with predictions a new super-sensitive camera will help advertisers with things like eye tracking and even emotional responses intuited through variations in body temperature.
You can catch Ten's general manager Russel Howcroft moderating a panel on the Future of TV at MAD Week. Click the banner below for more details.
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