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Viacom International launches first direct-to-consumer VOD platform

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By Natan Edelsburg, SVP

June 22, 2016 | 4 min read

Viacom International Media Networks launched a major new VOD platform today, BET Play. The "streaming app makes BET available on demand via smartphone and tablet to

BET

BET Play (courtesy of Viacom International Media Networks)

fans of black culture in 100 countries," according to the company.

The service will enable viewers in those countries to access English-language BET content on iOS and Android devices and via Apple's AirPlay. The service will be available for $3.99/month from the app stores including a 7-day free trial.

This is an impressive move from the company as they evolve beyond the traditional cable bundle. Similar to Netflix and their launch in over 100 countries earlier this year, BET and the international team is recognizing the potential, globally, in going right to the consumer.

Found Remote interviewed Michael D. Armstrong, Executive Vice President and General Manager of International Brand Development at Viacom International Media Networks about the big launch.

BET

Found Remote: Why did Viacom launch this?

Michael D. Armstrong: The launch of BET Play significantly expands the brand's geographic availability by making it available direct to consumer in many markets where it has not previously had an established presence on TV

BET Play is the latest addition to the Viacom Play Plex suite of mobile TV apps, which offer smartphone and tablet users around the world access to the best content from all of Viacom’s international TV brands, anytime and anywhere.

FR: Why BET?

MDA: There has been huge interest and demand for BET content through 3rd party apps such as Snapchat around for example last year’s BET awards in countries where we don’t have linear distribution – this was a chance to provide BET content in those markets where we don’t currently have TV distribution for BET.

FR: Will it be free? How will it work?

MDA: BET Play will be available for download on iOS and Android for ( the equivalent of) $3.99 per month with a 7 day free trial

FR: Who built it and what are the features?

MDA: The Pay Plex suite of App were built in-house. We’ve leveraged the world class engineering know-how & resources available in our multiplatform teams around the world, collaborating across borders to build a robust, video-led, user-friendly platform customizable to every local market

  • Functionality across iOS and Android includes:
  • Live channel stream
  • Reduced load times and buffering
  • Video previews
  • Algorithmic search
  • Social integration
  • Localisation – language and rights

FR: How will it be marketed?

MDA: We have a multiplatform international marketing plan that leverage both on air as well as digital, social, mobile platforms and we are working closely with Apple and Google to market the app.

FR: Any plans to come to US?

MDA: Whilst we work closely with the US, we can only comment on international.

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