The new Telstra TV will combine live free-to-air broadcast television, subscription TV (including Foxtel Now) and on-demand streaming into a single user interface.
The telco unveiled details of the second Telstra TV device that will be launched next Tuesday. The new Roku Powered device created by Telstra will include a FTA tuner to allow users to switch over from FTA to Foxtel Now to Netflix and Telstra's own streaming content without the need to fiddle around with several remote controls or too many buttons.
Much of this functionality already exists on Fetch TV's box (without access to Foxtel) used by rival Optus to stream its TV entertainment offering.
The telco hopes Telstra TV will help it attract and retain more customers to its ecosystem of telecommunications and entertainment products in what is an increasingly crowded and competitive market.
“At 2.9 million households we're at the tipping point of digital streaming services and that heartland in the mass media market has a lot of Telstra customers,” Telstra executive director of media Michele Garra tells AdNews.
“We want to help those customers get into streaming with a really easy user interface. Entertainment plays a huge role in our lives and there’s never been more content – live or streaming – available for Australians than there is right now to watch on TV screens, mobile, tablet and laptops.
“Despite this innovation and choice it has become increasingly difficult for consumers to find what they want to watch, in addition to the frustration of switching between services and devices to keep the whole family happy and entertained.”
More "efficient" streaming
The product will also be 4K HDR and High Efficiency Video Codec (HEVC) capable, which means high resolution video content can be streamed more efficiently without clogging up the network.
“What we are trying to do with this product is make sure we are future ready," Garra says. “As more content providers roll out 4K HDR content it will obviously create more stress on all networks. So we've added HEVC, which is a compression technology, a codec that allows us to compress the data.
“The software needs to be compressed as well so we are encouraging a lot of the content providers to encode their content in that way, which will make it more efficient and allow us to provide a better customer experience.”
Telstra says it has already encoded 80% of its Bigpond movies catalogue.
Another useful features is the ability to search across all content, including all FTA TV channels and SVOD services Netflix, Stan and Hayu (to launch soon). This means that users can find content across the ecosystem without having to scroll through individual apps or endless menus.
Telstra will roll out a new campaign to promote the offering in the lead up to Christmas. Telstra TV will cost $99 in a bundle package from Tuesday 31 October and is exclusive to its broadband customers.
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