Optus and FetchTV has officially launched its combined IPTV offering called MeTV, designed to challenge Foxtel and Telstra for market share.
Five months ago, Optus and FetchTV had announced its plans to launch a pay TV service which will allow for connectivity between the set-top box and mobile devices such as smartphones and tablets.
FetchTV chief executive Scott Lorson said the official launch with Optus marks the hard launch of the company. It had been in a soft launch phase for over a year.
FetchTV will embark on brand advertising through a television-centric campaign to promote its services and partnerships with including Optus, Internode and iiNet. The IPTV provider appointed independent agency The Works in May as its creative agency.
Optus will initially promote MeTV through advertising of its existing services including its broadband plans. The telco will launch a campaign for MeTV solely next year.
Optus Digital Media director, Austin Bryan, said: "With an increasingly strong content line-up, thanks to our partners at FetchTV, and an innovative user interface and functionality. Optus MeTV with Fetch allows Australians to enjoy a great experience through the content they love, at a time convenient to them.
"The way we consume content is rapidly changing. Optus Digital Media is dedicated to developing products and services that meet this consumer need."
Lorson said: "Optus is an ideal partner for FetchTV with scale, brand, innovation credentials and challenger attitude required to introduce a truly disruptive service and drive the next wave of pay TV growth in Australia."
Plans are priced from $9.95 and will be available later this week.
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