Related: DirecTV Now to Launch on Nov. 30
While it was far from the quasi-religious gatherings at Macworld or CES, Mondays New York launch of AT&Ts DirecTV Now skinny bundle drew plenty of curious media and tech types.
As AT&Ts entertainment and internet services CMO Brad Bentley put it during the presentation, The challenge with skinny bundles is that your skinny is different from my skinny, which is different than someone elses skinny. The audience wondered: Just what kind of skinny were they going to see?
Once ushered inside to the 10th floor of a midtown Manhattan midrise building, attendees got their first look at the interface and nitty-gritty of the service. John Stankey, CEO of AT&Ts entertainment division, declared the rollout to be bigger than the debut of the companys U-verse MVPD a decade ago.
Its really important to understand that this is the foundation for how we are going to do things in the future, Stankey said. With the mobile-optimized platform on which DirecTV Now will commercially launch this week, for the first time in our history, we have control of the whole stack.
Related: DirecTV Now to Allow Two Concurrent Streams Per Account
Especially with AT&Ts pending acquisition of Time Warner, that control gets even more interesting when injected with top-tier content from the likes of Turner, HBO and CNN. But once the descriptions and brand messaging subsided after the hour-long presentation, the initial takeaways in terms of how the service will compete started to become more clear. Here are five of the biggest:
-Pricing wont make the service an immediate game-changer. Interestingly, execs focused their comments on the 20 million homes currently outside of the cable ecosystem as their prime target. Execs described four tiers of service ranging from $35 to $70. A limited-time promotion offers 100 channels for $35, but the company declined to say how long it would last.
Supplementing CBS and Showtime, which are missing at launch, would tack on another $20 or so a month. There are some nice savings-$5 a month to add HBO or Cinemax to the bundle, for example-but truly matching traditional offerings wont come cheap. Stankey said customer growth and satisfaction will be the key measures of success-and while pricing doesnt necessarily represent a deep discount, the lack of contracts, installation hassles or even a monthly bill may prove enticing to some.
Bentley said roughly 5 to 6 million customers a day express interest in DirecTVs traditional service but find the credit checks and two-year contract to be a turn-off.
-Fullscreen is getting a heavy corporate push. The $5.99-a-month mobile video service and content hub, majority owned by Otter Media, AT&Ts joint venture with Peter Chernin. It will be free for the first year for all Now subscribers. Accordingly, the middle section of the launch event morphed into a miniature Fullscreen NewFront. Talent from shows took turns onstage as trailers played and CEO George Strompolos explained the company to the uninitiated.
Related: FCC Takes Aim at DirecTV Now
-Sports programming-arguably, along with news, the glue that is keeping a lot more cords from being cut-is present on DirecTV Now but not overly abundant. ESPN is in the fold, as are two RSNs, including YES, and a batch of cable and league networks (MLB, NBCSN, Tennis). But NFL Sunday Ticket and NFL Network are not available at launch and NFL fans would likely notice the lack of CBS games, especially since those games are also carved out of CBS All Access.
Stankey expressed some hope that a deal with CBS could eventually come. But he also asserted in the short run it isnt vital. One could reasonably conclude that we will be working on a demographic that fits well without that (CBS) product. We will see over time, he said. Sports fans may have a slightly different view.
-Apart from certain channels, there are some other missing pieces in terms of functionality. At launch, there is no 5.1 surround sound, live-TV pausing, Roku availability or cloud DVR. While all are on the road map for the wider rollout, that could give some potential customers pause.
-Local programming will be scarce for a while. The strategy at launch is to feature the ABC, NBC and Fox O&Os. Those networks primetime content will be viewable on demand. But if you are signing up in Boise, get your rabbit ears ready.
A large portion of the population lives in the O&O markets. We will fill in the footprint from there, reasoned Stankey. There are a lot of incentives for affiliates to come on fast. It takes time; there are thousands of them to do.
Most recent headlines
17/02/2025
TVBEurope talks to the team who brought a piece of broadcasting history back to life on BBC Wales last night
By Jenny Priestley
Published: February 14, 2025 ...
17/02/2025
Eligible studios will receive the relief directly from their local authorities, with no need to submit a claim
By Matthew Corrigan
Published: February 17, 20...
17/02/2025
As DEI initiatives come under pressure in the USA, supporters of Rise, which promotes diversity in the media and entertainment sector, discuss the continuing im...
17/02/2025
EIB Global loan will partially fund SES's continued O3b mPOWER medium earth orbit (MEO) fleet expansion enabling additional capacity worldwide. O3b mPOWER s...
15/02/2025
At Nielsen, Business Resource Groups (BRGs) play a critical role in nurturing a ...
15/02/2025
Innovation to empower creativity: Explore the latest in Lightroom
Rob Christensen February 15, 2025
0 Comments
Whether you want to remove distracting ...
15/02/2025
Wisycom, a worldwide leader in RF technology and provider of wireless solutions, announces a new distribution agreement with EQUAPHON. An Argentinian profession...
15/02/2025
DPA Microphones, the leading manufacturer of high-quality microphone solutions, is pleased to welcome Nicholas Nick Mariano and Vincent Vince Divine to the ...
15/02/2025
Tuxera, a leading provider of quality-assured file systems and networking solutions, will showcase how Tuxera Fusion SMB enables unprecedented performance for m...
15/02/2025
Bitmovin's latest Video Developer Report indicates an increasing role of AI, the slow adoption of next-generation codecs, and continuing challenges when it ...
15/02/2025
When Michelin Enterprises set out to promote its prestigious Hotel Guide in the new Sleepless in the Kitchen , campaign, veteran German/Slovenian gaffer Robert...
15/02/2025
Formula E, the world's first all-electric racing series, revolutionizing motorsport with cutting-edge technology and a commitment to sustainability has sele...
15/02/2025
Agile Content, a global leader in TV and video technology solutions, announces its rebranding to AgileTV.
The transition to AgileTV stems from a commitment to ...
15/02/2025
Hiltron Communications will promote the latest additions to its range of satellite communication products, systems and supporting services at GovSatCom 2025. Th...
15/02/2025
Following the success of the original Airglow Booklight, DoPchoice debuts a new addition to their inflatable line the Float. This lightweight, inflatable, round...
15/02/2025
LAS VEGAS Marshall Electronics has announced that it will debut its newest camera controller, the RCP Plus, at the 2025 NAB Show at Booth N2649 between April 5 ...
15/02/2025
ATLANTA Gray Media has named Blake Sebo as the next general manager of KTUU and KYES, Gray's NBC and CBS affiliates in Anchorage, Alaska....
15/02/2025
KOKKEDAL, Denmark DPA Microphones will feature its new CORE+ technology for distortion-free microphone sound at the 2025 NAB Show, April 5-9, in Las Vegas....
15/02/2025
SWANSEA, U.K. QuickLink will launch StudioPro-NDI and StudioPro-3, two new models of its QuickLine StudioPro video production platform, at the 2025 NAB Show, Ap...
15/02/2025
Live From 2025 NBA All-Star Game Weekend: After 25 Years, Turner Sports All-In F...
15/02/2025
NASCAR Driver Cam on Max Embraces Cloud-Based Workflow for 2025 Season Chris Brown of WBD Sports says Mobii will play key part in delivering signals from the tr...
14/02/2025
Last month, we officially launched the Spotify Partner Program, a powerful new m...
14/02/2025
From an island off the coast of Lutruwita to the global stage in France SBS & ...
14/02/2025
The future of electro-optical/infrared (EO/IR) land systems is evolving so that ...
14/02/2025
Here are 5 reasons why you should attend ISE 2025
Discover more about Calrec: Learn more about Calrec's legacy of innovation in broadcast audio solutions ...
14/02/2025
World Radio Day: On the same wavelength
By Graham Murray, International Sales Manager at Calrec
To mark World Radio Day, Calrec's International Sales Ma...
14/02/2025
DALLAS and TYSONS, Va. Tegna has concluded a broadcast rights agreement that makes Tegna's KFAA in Dallas the exclusive local television partner of the Dall...
14/02/2025
Amazon's Prime Video has released a new app for Apple TV that the streamer said delivers an improved streaming experiences with faster scrolling, improved s...
14/02/2025
CLEVELAND Telos Alliance announced a software update for its Axia Quasar XR and SR line of audio-over-IP (AoIP) mixing consoles and will show the offering at th...
14/02/2025
Puget Systems Returns to HPA Tech Retreat 2025 with New Analysis Tools for Puge...
14/02/2025
Glass Animals: Tour of Earth Uses Blackmagic Live Production Workflow
Brie Clayton February 14, 2025
0 Comments
80six deploys Blackmagic URSA Broadcas...
14/02/2025
A dispute between Paramount and Youtube TV that would have pulled CBS stations and Paramount's cable channels from the streaming service has been temporaril...
14/02/2025
Colourist Deidre (Dee) McClelland details how she helped shape the distinct look and feel of whimsical Oscar-nominated stop-motion film, Memoir of a Snail
By C...
14/02/2025
BitFire said it intends to introduce forward-looking services that simplify the launch of live production workflows, and enhance real-time collaboration
By Jen...
14/02/2025
The claim by the liquidators is the latest twist in the ongoing saga of the companys collapse at the end of 2021
By Matthew Corrigan
Published: February 14, ...
14/02/2025
A carriage dispute between YouTube TV and Paramount could come to a head today (Feb. 13), with the virtual pay TV provider threatening to pull all of the progra...
14/02/2025
ENGLEWOOD CLIFFS, N.J. LG Electronics USA has opened a new in-house, state-of-the-art virtual production studio at its 360,000-square-foot North American headqu...
14/02/2025
NEW YORK In a bid to help local broadcasters find new ways of monetizing their content, the Coalition for Innovative Media Measurement (CIMM) and TVB have relea...
14/02/2025
WASHINGTON Three Democratic U.S. Senators have sent a stern letter blasting FCC Chair Brendan Carr for the weaponization of the agency for attacking broadcast...
14/02/2025
Years after launching the streaming service Apple TV+ in November of 2019, Apple has finally released a version of its steaming app for Android devices....
14/02/2025
FOOTHILL RANCH, Calif. Red Digital Cinema will make its V-RAPTOR [X] and KOMODO-X camera systems available with Nikon's premier Z Mount, providing filmmaker...
14/02/2025
DAYTONA, Fla. The Fox Sports production of this year's Daytona 500 will see the addition of a few new tech elements and the continued unfolding of the broad...
14/02/2025
Watch Bryson Battles Blind Audition on The Voice Get a Four-Chair Turn Michael Bubl said the Boston Conservatory at Berklee musical theater senior might have...
14/02/2025
2025 Daytona 500: FOX Sports Looks To Ride Super Bowl LIX Momentum Into NASCAR S...
14/02/2025
14 Feb 2025
VEON's Kyivstar and the Come Back Alive Foundation Raise USD 2....
14/02/2025
Max Renews THE PITT, Starring Noah Wyle, For A Second Season
Max
Warner Bros. Television Group
The Pitt
New Episodes Of The Medical Drama From John...
14/02/2025
This year, Technicolor proudly celebrates 110 years of shaping the magic of cinema pioneering color, visual effects, and innovation that bring unforgettable l...
14/02/2025
NBA All-Star: More Games, More Teams, More Music, More Sound From the Court Turner Sports' team will deploy familiar tech to capture all the audio By Dan D...
14/02/2025
LIV Golf Continues To Innovate With Drones, Data-Driven Graphics, and All-Access...
Related: DirecTV Now to Launch on Nov. 30
