More Internet Catch Up TV Coming To Xbox Live
In a bid to dominate the console tv market, Microsoft is in discussions with a bevy of content providers which include Channel 4, Myspace and the good old BBC to launch their services on the top selling console.
Sky TV already have their catch up tv service available for xbox 360. Other major networks are following because of the popularity of the next gen consoles.
Microsoft have been busy chatting with smaller content providers, such as VBS.tv, regarding the launch of an Xbox Live service, while brands like MySpace are also looking at using the console.
This week Xbox rolled out Facebook, Twitter, Last.fm and Zune services following a six-week trial, strengthening the console’s social networking and media services. Xbox Live has 17m subscribers worldwide.
Paul Whitehead, Channel 4’s head of business development for interactive, said the broadcaster was in talks with all console makers over future distribution deals.
“We want to put our content where our customers are. You can make some reasonable assumptions if you look at the demographics of Xbox users and 4oD users,” he said.
The acclaimed iPlayer from BBC can be viewed on PlayStation 3 and the Nintendo Wii. A BBC spokesman said, “People clearly want the iPlayer on their games consoles and we don’t think Xbox users are any different. So we’ve had initial discussions with Microsoft about adding the service onto its platform.”
Neil Thompson, Microsoft’s director for Europe in its entertainment & devices division, did not comment on any deals not already announced, but said, “Whatever we announce must bring elements of uniqueness to the Xbox Live service. We don’t want just to replicate existing services.”
He also said that Xbox would welcome third party ads on any new platforms, as the first commercial campaigns launched on Sky Player and Last.fm’s new services.
At present the ads runs in parallel with the Sky Player service online, but the two platforms will be split early next year as Sky introduces its targeted AdSmart technology to deliver more relevant ads to viewers.
Mobile phone operato Vodafone has been signed up as the launch advertiser to support Last.fm’s free Xbox service. The ad-funded music streaming service has agreed a four-week deal to promote the launch of the operator’s 360 social media service.
The campaign, planned by media agency Carat, will run as a pre-roll when any Last.fm radio station is accessed. Bespoke 15-second video ads are being developed for the Xbox platform by digital agency Dare and are set to go live next week.
Miles Lewis, senior VP of international ad sales for Last.fm, said, “Advertisers can buy the Last.fm audience and reach them through PC, widget and Xbox. We’re now reaching living rooms which offers an engaged, lean-forward experience.”
Hannah Taylor associate director for Carat, welcomed the use of the Xbox platform as a way to reach a young, engaged audience.
“I’d expect them to look to add more interactive opportunities in time,” she said. “Another issue is that the tracking isn’t as thorough as is available online.”
Its clear that all content providers want to be hitting the viewers eyes from every and any conceivable angle and device. That way they will have a presence on the device that takes off.
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