Foxtel Play set to relaunch as Foxtel Now

Foxtel is gearing up to get rid of its Foxtel Play brand and replace it with Foxtel Now, a revamped subscription video on demand service.

According to an article published in The Australian Financial Review, Foxtel Now will utilise a puck which can be plugged into televisions, allowing users to stream on demand, live and catch up content through the internet.

Foxtel Now is thought to also be able to host third-party apps such as Stan and Netflix.

Computers, mobiles, smart TVs, puck devices and computers will reportedly be able to stream Foxtel Now.

According to The Australian Financial Review, the new Foxtel Play is set to launch in the coming weeks.

Foxtel Play currently allows users to stream TV over the internet enabling consumers to watch on a range of different devices.

The current model lets subscription holders register up to three devices to their Foxtel Play account and watch two devices at the same time.

Foxtel’s joint venture with Seven West Media, Presto, was wound up this year after Foxtel took full control from SWM in October.

The decision forced the subscription television provider into the red.

Talking about the company’s on-demand and streaming offering last year, Foxtel CEO Peter Tonagh said Foxtel had a different offering to its competitors.

“Competition between Foxtel and the recently arrived arrived SVOD players is much more nuanced than many would have you believe.

“Sure we do compete in some respects, but essentially our services are fundamentally different in ways that make Foxtel quite unique.

“Those SVOD services don’t compete for live and linear viewing and that’s viewing that represents the vast majority of Australia’s current viewing habits.”

Speaking with Mumbrella after his speech at the ASTRA conference last year, he said that Foxtel would offer more targeted packages for streaming customers but said it would not go to a full “a la carte” offering, saying Netflix had proven it did not work.

But he said the SVOD companies had set the bar in terms of pricing, with $10-$15 the accepted range in consumers’ minds for such services.

“We need to tailor the packages more effectively to the consumer needs, but, like many things, if you look at our basic package on the broadcast product is perfect for mum and dad, a younger kids and an older kid, but it’s not what Australian household’s look like these days,” Tonagh said.

“So the intent with what we have done with Foxtel Play is to offer entry packages that there is one there that my mum will love, there is on there that my daughter will love, and the important thing is tailoring packages so that they fit fairly neatly.”

Foxtel has been approached for comment.


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