Something for everybody pretty much describes AT&T\u2019s launch on Nov. 30 of its three new streaming services: DIRECTV NOW, FreeVIEW and Fullscreen. It\u2019s a way to both remove pain points for consumers\u2014such as credit checks or the inability to access traditional cable service\u2014and offer advertisers more VOD-first options, according to the EVP & CMO of AT&T Entertainment & Internet Services.<\/p>\n
In an interview with Beet.TV, Brad Bentley says the company\u2019s research shows that a number of consumers cannot get a TV plan that requires a credit check or a two year commitment, or can\u2019t get cable installed in their dwelling.<\/p>\n
\u201cWe knew going over the top and offering a customer an option that was more app-based, more software driven, was going to lower our costs and be able to serve an audience that we weren\u2019t reaching today,\u201d Bentley<\/a> says.<\/p>\n He frames the proposition as, \u201cHow do we bring that premium television experience that had been traditionally locked in the living room and bring it to more people and more places.\u201d<\/p>\n By signing up for DIRECTV NOW or Fullscreen, content can be streamed over U.S. Internet connections on any device with a set-top box, satellite dish, annual contract or credit check. DIRECTV NOW programming packages are: Live a Little ($35 monthly for 60+ channels); Just Right ($50 monthly for 80+ channels; Go Big ($60 monthly for 100+ channels); and Gotta Have it ($70 monthly for 120+ channels).<\/p>\n \u201cWe\u2019ll offer consumers some choice in terms of packaging, but we have intentionally gone after some of that premium content that exists today in pay TV but just remove some of the hurdles,\u201d Bentley says.<\/p>\n AT&T\u2019s FreeVIEW offering lets anyone enjoy ad-supported video content free of charge from AUDIENCE Network, Otter Media properties and other channels on DIRECTV NOW.<\/p>\n