Foxtel kicks off ad campaign for iQ3 with ‘making entertainment sexier’ line

Foxtel has kicked off its marketing campaign for the new iQ3 set top box which is set to be released in February.

Set to the tune ‘You Sexy Thing’ by Hot Chocolate, the ad , created in-house by Foxtel Creative, plays on the visual aesthetics of the device with the ad simply playing on the lines of the device with the text “making entertainment sexier”.

Foxtel executive director of sales and marketing Ed Smith told Mumbrella it is a “teaser campaign heralding the upcoming launch”, but refused to be drawn on the exact launch date adding: “We haven’t released dates yet, we’ve just said coming February. So at the moment we’ve just got the teaser campaign running.”

“It will follow on soon,” he said when pushed on the timing.

On what the new device offers, Smith said it is the first box that Foxtel or Austar have produced that integrated free-to-air broadcast and internet TV capabilities.

“With the integration of the Austar and Foxtel businesses we had two quite different paradigms. Foxtel boxes traditionally had cable or satellite signals and that was augmented by IP connection for on-demand viewing. It had no free-to-air tuners because often it was broadcast through cable or satellite.

“With the Austar boxes they had satellite tuners only because they did not operate in cable areas. They also had free-to-air tuners but they had no IP connectivity. This is the first box Austar or Foxtel have produced that actually integrates free-to-air broadcast. For people right across Australia they can use the box to record free-to-air broadcast, cable or satellite programming from Foxtel and have IP connectivity for on-demand and catchup programming,” he said.

The iQ3 device also comes with a terabyte of storage as well a more tuners than previous boxers.

“So you can watch something and record three other shows simultaneously,” Smith said.

“It has a bluetooth remote so you can have the box in the cupboard and control it, it doesn’t need to be line of sight. And also when you change channels, if you stumble across a program that you like the look of and it’s half way through, it’s got a start over functionality, you can push a button to start over.

“It’s next generation so you can watch what you want and when you want.”

On Foxtel’s  “triple play” offering of a bundled TV, internet and phone line subscription, which had been set to go live before Christmas, Smith said it was “progressing well”.

“The service is in trial at the moment with some people so we will be launching that soon.”

Miranda Ward


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