ABC launches iview for mobile

ABC iViewThe ABC has launched a mobile version of its on-demand TV streaming service, iview. The launch is intended to respond to the changing viewing habits of Australian TV audiences who are increasingly consuming TV content on the move and using multiple screens to view.

The ABC reports that 3.3 million viewers use iview per month on average, which it claims is an increase of 22% compared to last year.  The iview mobile version is a universal iOS mobile app, which means it is currently only available to owners of Apple devices, with plans to create an HTML5 version in the works.

ABC TV was the first to market in Australia with the launch of its online streaming service in 2008. The 2012 Nielsen Online Consumer Report claimed that half of the Australians who are legally watching TV content online use iview.

ABC iview

iview is already available for iPad users over Wi-Fi, but the new service will be accessible via 3G as well as wifi. The iPad app has been downloaded by 490,000 unique users to date. The addition of the mobile platform means the ABC has one of the most diverse platform capabilities in Australian broadcasting, with the service available via web browsers, internet-enabled TVs, blu-ray players, gaming consoles and media centres as well as tablet.

The service offers the ability to share programs with the viewer’s social networks as well as parental controls and supports closed captioning.

Kim Dalton, ABC director of TV said in a press release: “ABC iview was one of the important first steps in the evolution of ABC TV’s content offering. It provides choice in terms of what people watch, when they watch it and on what device. Today we are taking it another step forward.”

A spokesperson for the ABC told Mumbrella: “ABC iview understands the demand for an Android iview app, and are working towards achieving official Android support following a planned redevelopment of iview in HTML5. We hope to overcome the over-riding constraint, which has been the cost to develop, technical effort and resource required to support Android, given its complex eco-system, within the limitations of the small but dedicated iview team. Something to remember is that the fact that iview is already available to many Android users via the Flash website version, though we acknowledge and appreciate that this isn’t perfect”.


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