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Foxtel Rebrands: Cheaper, Less Arrogant, More Content, As It Picks A Fight With Netflix

Foxtel Rebrands: Cheaper, Less Arrogant, More Content, As It Picks A Fight With Netflix

Foxtel has unveiled a new corporate makeover – new logo, new programming, new lower prices and new streaming service – in an attempt to shore-up its position in Australia’s turbulent media landscape.

At a gala party in Sydney last night, the company’s CEO, Peter Tonagh (left of photo below), declared the new initiatives as the “biggest strategic shift” in the 22-year history of the pay TV provider.

Tonagh conceded that the broadcaster had to do more to lift its subscription rates that had been languishing around 30 per cent of the population for several years now. He agreed that the content wasn’t the problem, however, pricing and access was.

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It’s understood that the joint owners in the Foxtel JV – Telstra and News Corp – have given the new strategy its full backing.

The rebrand was designed by The Monkeys’ Maud and a new TVC campaign is to be launched from TBWA.


Interestingly, Tonagh conceded that the rebrand was, in part, due to the fact that the previous logo was seen as “masculine” and the brand itself could be perceived as “quite aggressive, arrogant, and elitist”.

The new branding rolls out on Sunday with a national advertising campaign, including a wrap around in all News Corp papers, TVCs and outdoor, with “the key message being that Foxtel is for everyone,” Tonagh said.

Mark Buckman (tight in photo), Foxtel’s managing director, added that Foxtel’s “great content” shouldn’t “be reserved for the right of the privileged few, but should be available for everyone”.

Buckman said: “For the first time in 22 years, we’re going to be going to market with a very different looking Foxtel. And when you think about all of the great content, all of the great technology changes, the launch of the IP product, we almost have to take a different position to market.

“[In the past] Foxtel has been a very masculine, very shouty, retail capital letters kind of brand. And that served us well for quite a long time, but with all of these changes in the industry and going on inside Foxtel, in order for people to think, feel and speak differently about us, we have taken the move to re-imagine what Foxtel might be,” Buckman said.

As well as a new corporate logo, Foxtel Now was also unveiled that will give subscribers assess to content for as little as $10 per month. Foxtel Now will replace the existing SVOD Foxtel Play effective of tomorrow


Foxtel Now will feature five entry level packs to match viewers’ interests, including drama and pop packs ($15 each or $25 for both); or lifestyle, documentaries or kids packs for just $10 each.

It will also offer a movies pack  for $20 per month in addition to an entry level pack; while the sports pack is available for an extra $29 per month, meaning sports lovers can get access to Foxtel’s extensive sports programming from just $39 per month.

Foxtel Now will be available on PC/Mac via the Google Chrome browser, Telstra TV, iOS and Android mobiles and tablets, and Chromecast.

Tonagh declaring, “We believe everyone deserves to experience the world’s best entertainment.”

“Foxtel is already famous for offering award-winning homegrown drama, plus unrivalled live sport, new movies, new shows and more complete seasons than anyone else in Australia,” he said.

“Unfortunately, not enough Australians are able to enjoy this incredible programming. We think it’s time to change that, so we’ve taken some big steps to diversify our service to offer the biggest, most affordable, range of options for everyone.

“From tomorrow, all Australians can watch what they want, when they want and where they want at a price that suits them best, from low-price, no-commitment, HD streaming up to a state-of the art viewing experience via our cable and satellite iQ3 set top box.”

The company will also add more to its Foxtel On Demand library, with an additional 16,000 new titles available.

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