It’s good, and not before time. The launch of Ten’s new “TV Everywhere” services through web rebranding and app delivery is functional and usable and sets it ahead of the other commercial FTA networks in Australia. Well played indeed (& long overdue from all networks). Streaming TV live and providing catch up services on multiple platforms isn’t new (hello Foxtel Play/GO), but it’s never been done this well in Australia from a FTA network before. From the press release:
Network Ten today launched a new and improved website and app – tenplay – as the first phase of its TV everywhere strategy. tenplay is launching on web, on mobile, on tablets and via game consoles and smart TVs.
The tenplay app is available now on Apple iOS and Sony Bravia, and the Android version will be available later this year. tenplay will also be deployed on hybrid broadcast broadband TV (HbbTV) at a later date.
Network Ten Chief Digital Officer, Rebekah Horne, said: “tenplay is the next stage in Network 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. tenplay extends the traditional television watching experience by offering personalised, cross-platform content delivery, designed with the user experience as the top priority,” she said.
“tenplay offers engaging, rich content experiences for consumers and advertisers alike. It is the perfect catch-up platform, giving people a way to always be just in time to access our content on whatever device they want to use, wherever and whenever they choose.”
To celebrate the launch of tenplay, the first episode of the highly anticipated third season of Homeland will be available for streaming this afternoon, just 15 minutes after it goes to air in the United States. The episode will debut on TEN at 8.30pm tonight.
Key features of tenplay include:
• A new, best-in-class catch-up video platform.
• Live streaming of Network Ten content.
• A unique continuous play feature that enables viewing to “travel” seamlessly from device to device.
• Fully responsive design that adjusts content automatically to the size and interface of the device being used.
• Customised playlists.
• Social and behavioural recommendations.
• Innovative social media integration.
• Fully-featured Electronic Program Guide with reverse functionality.
Network Ten’s online assets have a highly engaged audience of more than 2.5 million people a month (August 2013). Over the past year Network Ten has recorded more than 97 million online video views and 172 million page views.Network Ten will be working closely with its advertising partners to roll out new advertising formats and commercial opportunities for tenplay.
Ms Horne said: “For advertisers, tenplay is a powerful advertising medium. 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.”The launch of tenplay will be followed by the introduction of dedicated apps for TEN Eyewitness News and the XXII Olympic Winter Games in Sochi, Russia.
Ms Horne said: “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.”