Ten unwraps tenplay for hyped Homeland launch

Ahead of this afternoon’s super fast tracked Homeland episode, Ten has launched tenplay as the network move towards its “TV everywhere strategy” and away from linear broadcasting.

Tenplay is today launching online, on mobile, on tablets, game consoles and smart TVs to mark the season three premiere of Homeland which will be available to stream 15 minutes after it goes to air in the US.

Rebekah Horne, Ten’s chief digital officer, said tenplay represents the next step in Ten’s digital evolution.

“It represents a true transition from linear broadcasting to a consumer content experience that is multi-screen and multi-platform, giving people access to Network Ten’s content anytime, anywhere and on any device,” Horne said.

“tenplay extends the traditional television watching experience by offering personalised, cross-platform content delivery, designed with the user experience as the top priority.”

Horne described tenplay as the “perfect catch-up platform”, offering engaging content for both consumers and advertisers.

“Advertisers will be perfectly positioned to reach engaged consumers across multiple platforms and devices. tenplay offers richer, more engaging ad formats, contextually relevant advertising, and much deeper data and insights,” she added.

The new product features a play feature that allows users to ‘travel’ seamlessly from device to device, customised playlists, social and behavioural recommendations, a fully responsive design and social media integration.

The tenplay app is available for now on Apple iOS and Sony Bravia. The app will be available on Android later this year and hybrid broadcast broadband TV at a later date.

In August, Ten’s online assets recorded an audience of more than 2.5 million people. Over the past year the network’s content received more than 97 million online video views.

Horne added: “Today’s launch of tenplay is just the start of our product roll out. Over the next few months, we will add more content, features and functionality, plus deep

integration with zeebox, the fastest growing second-screen app in Australia.”

The first episode of the anticipated third season of Homeland will be available to stream on tenplay today at 2.15pm. The same episode will then be broadcast at 8.30pm on Ten, taking on the premiere of Seven’s new US drama The Blacklist as well as Big Brother and The Amazing 80s on Nine.

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