Finally joining the other major networks in the USA in having such a service, cable TV station USA Network have launched an official catch-up TV service called ‘TV Everywhere’, a new platform which includes iOS app ‘USA Now’.
Billed as the first cable network in the ‘NBCUniversal family’ to have launched such a service, USA Network are promoting all the usual catch-up features on Everywhere and Now, with the brand expanding from USA’s former connected device presence ‘USA Anywhere’, a purely ‘second screen’ offering for content such as Burn Notice and Graceland.
Now though, the service (which has also been referred to by Apple (erroneously) as ‘USA Anywhere Plus’) will offer on-demand versions of content a day after they broadcast on the network, as well as extensive archives of select programming. It is a requirement for the app, however, like all pay-tv on-demand services, that a user log in with their account details with their TV providers, of which Cablevision, Comcast, DirecTV, Dish Network, FiOS, and Time Warner Cable have so far agreed to participate in.
Having already released on the Apple iOS and planned for a roll-out on Android later this month, it is estimated that half of USA Network’s 99 million households subscription will soon have an additional means to consume the content. While this is considered the ‘first phase’ of app expansion, the ‘second phase’ will feature ‘personalisation and gamification’ elements such as new content alerts and recommendations to go with the regular second-screen and catch-up features (now) already in place.
USA Network’s co-president Jeff Wachtel said of the reasoning behind the launch: “We know many of today’s viewers live in a time-shifted world and are consuming content on multiple screens. TV Everywhere allows us to cater to this audience.”
Fellow co-president Chris McCumber added: “Making our original series more accessible on digital platforms is a key driver of audience growth, and allows fans to interact with our content on an even deeper level.”
Linda Yaccarino, the ‘president of advertising & sales’ at NBCUniversal, summarised: “Through our commitment to bringing viewers TV Everywhere from across our portfolio of networks, advertisers are going to have so many more places to showcase their brands and products to a highly engaged, digital audience. USA Now means more access to USA’s valuable consumers who are taking every advantage of second screen viewing, providing increased reach opportunities for all our advertising partners.”
NBCUniversal are also believed to be planning similar app releases for networks such as Syfy and Telemundo, depending on the popularity of their USA Network version. Having just completed a 28th consecutive quarter as ‘highest-rated cable network’, however, the likely success of ‘TV Everywhere’ might not be an accurate barometer for the lower end of the companies scale of channels…
A full press release on the matter can be seen below:
USA NETWORK LAUNCHES TV EVERYWHERE AS PART OF LARGER COMPANY ROLL-OUT ACROSS NBCUNIVERSAL
USA Unveils TVE On Its Site, As Well As On New App “USA Now” On iOS, And Available On Android In July
NEW YORK – July 3, 2013 – USA Network announced today the launch of TV Everywhere, giving fans unprecedented access to its original content the day after air – anywhere, anytime, on any device. USA is the first cable entertainment network within NBCUniversal to provide this offering, which marks an important step in the company’s long-term strategy to provide both viewers and marketers a user friendly way to engage with its content on multiple platforms. USA fans will be able to access their favorite original series via www.usanetwork.com and a new app, “USA Now,” which derives its name from the Bravo Now app. Launching today for iOS, “USA Now” will be available in an Android version in mid-July.
“We know many of today’s viewers live in a time-shifted world and are consuming content on multiple screens. TV Everywhere allows us to cater to this audience,” said Chris McCumber, Co-President of USA Network. “Making our original series more accessible on digital platforms is a key driver of audience growth, and allows fans to interact with our content on an even deeper level,” said Jeff Wachtel, Co-President, USA Network.
USA’s TV Everywhere will include a powerful offering of streamed episodes, along with second screen experiences, infused with social networking opportunities. Fans will be able to watch episodes from the network’s portfolio of hit originals, including GRACELAND, SUITS, Burn Notice and PSYCH. The second phase of USA’s TV Everywhere roll-out will incorporate additional second screen capabilities, such as personalization and more gamification elements. Viewers will receive show recommendations based on their viewing habits, and have the ability to sign-up for alerts on the latest updates about newly available content and social activations.
“Through our commitment to bringing viewers TV Everywhere from across our portfolio of networks, advertisers are going to have so many more places to showcase their brands and products to a highly engaged, digital audience,” said Linda Yaccarino, President, Advertising Sales, NBCUniversal. “USA Now means more access to USA’s valuable consumers who are taking every advantage of second screen viewing, providing increased reach opportunities for all our advertising partners.”
TV Everywhere is available on an authenticated basis to subscribers of participating MVPDs. Fans can access long-form content through USA Network digital touchpoints on PCs, mobile devices, tablets and on the digital platforms of participating cable, satellite, and telco services, via “TV Everywhere,” including, Armstrong, Cablevision’s Optimum TV, DISH Network, Mediacom, Suddenlink, and Verizon FiOS. Once the Android app launches in mid-July, “USA Now” will be available to approximately 50% of the Pay TV households. The network expects to add Comcast and other MVPDs in the coming weeks.
Earlier this year during Upfronts, USA unveiled an innovative web design to unify the viewing experience – both visually & functionally. The network also launched “USA Sync,” which syndicates content to over 95 million users across the web, mobile and social channels, as well as leading second screen apps, including Shazam, Viggle, zeebox, and NextGuide.
Committed to giving fans fun digital entertainment, USA has launched second screen activations across all its original programs, including Emmy-nominated PSYCH: HashTag Killer, the award winning graphic novel series Burn Notice: A New Day, and most recently, GRACELAND: Undercover and Necessary Roughness: TK Gets Real.
USA partnered with Bottle Rocket Apps, which specializes in building custom, high-end mobile apps, to design “USA Now,” for iOS and Android.
The #1 network in all of basic cable for an unprecedented seven straight years, USA Network is seen in over 102 million U.S. homes. USA is a leader in scripted programming with a powerful stable of originals, spectacular live television and is home to the best in blockbuster theatrical films, a broad portfolio of acquired series and entertainment events. A trailblazer in digital innovation and storytelling, USA is defining, driving and setting the industry standard for Social TV. The network has garnered an Emmy nomination for its fan favorite Psych: HashTag Killer along with multiple Shortys and an Advertising Age Vanguard Media award. USA is a program service of NBCUniversal Cable Entertainment, a division of NBCUniversal. The award-winning website is located at http://www.usanetwork.com with social touchpoints on Facebook and Twitter. Characters Welcome.
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