Internet TV operator aims to become ‘sales and marketing’ business
Internet Tv provider Fetch TV is embarking on a ‘multi-million-dollar marketing blitz’ in a bid to transform itself into a sales and marketing operation during 2014.
An aggressive expansion is planned
The company launched in 2010, offering digital recording that can access internet-based pay-TV through partnerships with telcos.
"Collectively the coalition of partners will start to market the product aggressively in the first half," Fetch TV chief executive Scott Lorson told The Australian.
"We've made a very substantial investment in developing the platform over the last four or five years. But we will shift our focus from building to actually becoming a sales and marketing organisation in 2014."
The company has 100,000 subscribers, and is embarking on an “ggressive acceleration in subscriber numbers with the marketing campaign”.
"We've doubled our subscriber numbers in the past 12 months and we expect to double again inside of the same time frame," Lorson said.
"The run rate is there. If we're growing at that rate without marketing then clearly there is an opportunity to increase that growth with greater advocacy and awareness.
"We've been in a soft launch phase with no substantial marketing to date as we develop the foundations of the business and work with the ISPs to integrate the product in their processes. We're now in a wonderful position where growth is accelerating. The ISPs are bundling the product and we're set to commence marketing."
The broadcaster said that it will add new music and children’s’ entertainment channels from next year.