Foxtel gears up for video-on-demand channel BoxSets launch with campaign starring Joanna Lumley

Foxtel has begun promoting the launch of its BoxSets channel, a newly announce add-on for Foxtel customers to be able to stream TV content on demand, with a campaign replicating Sky’s On Demand service campaign in the UK with Absolutely Fabulous star Joanna Lumley the face of both campaigns.

The add-on, which will set back consumers $10 a months and give them access to TV series such as Game of Thrones, The Sopranos, Big Love, The Newsroom, Rome, Band of Brothers, Entourage and Wentworth, comes as the Australian video-on-demand market continues to get more crowded, with Netflix confirming interest in entering the local market sometime in 2015 and Nine’s StreamCo also set to launch in 2015.

BoxSets will compete with existing offerings Quickflix and Presto.The campaign kicked off during AFL Grand Final coverage on the Seven Network and features Lumley spruiking the benefits of the channel, including the ability to binge on content. Having already focused on Game of Thrones, Lumley is set to shoot customised spots for other BoxSets’ shows including The Sopranos and local show Wentworth.

Foxtel secured the rights for the campaign created for Sky’s On Demand service in the UK, by agency Brothers and Sisters.

Foxtel Networks head of premium entertainment (showcase, SoHo, The Comedy Channel and BoxSets) Graham Burrells said in a statement: “The response to the announcement of Foxtel’s BoxSets launching in November has already generated great enthusiasm.

“BoxSets will be a library home for some of the world’s most talked about TV dramas. Having the fabulous Joanna Lumley to explain the channel and its programming, with her unique one-woman show performances, will take the talkability and awareness to a whole new level amongst both existing and new customers.”

As part of the launch, BoxSets has secured Absolutely Fabulous seasons 1 to 5, tying in with Lumley featured as the face of the campaign, which will be available on the channel for three months.

The add-on will be available in the Foxtel drama pack.

The launch of BoxSets follows on from Foxtel slashing its prices for new subscribers.

Foxtel slashes prices and puts more premium content in basic package in bid to tackle threat of streaming rivals

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