Catch-Up TV coming to Seven
Seven is set to expand its online content with an advertiser-supported new platform in January.
Seven will step up its online TV offerings in January when it launches Catch-Up TV with full-length episodes of titles set to include Home & Away, FlashForward, Greys Anatomy, Lost, Desperate Housewives, Heroes and My Kitchen Rules.
The streaming site will expand on episodes currently available via Seven’s Yahoo! portal operating in a similar capacity to the ABC’s iView platform.
Content aside, it’s main point of difference will be “mid-roll advertising” to show advertisements mid programme, much like commercial television.
A spokesperson told TV Tonight they expect around 3-4 ads per one show. Availability of titles is expected to be as soon as a show finishes on air (although history as shown this usually means as soon as a show finishes on air in Perth). Titles will remain online for between 7 – 28 days depending on rights.
Rohan Lund, CEO Yahoo!7 said, “Australians have already embraced Catch-Up TV with nearly two million streams of full episode TV shows each month on Yahoo!7 and we expect this to quadruple with the launch of the new Catch-Up TV destination. We’re privileged to have access to Seven’s stable of programs and the dedicated Catch-Up TV destination site will allow us to extend the range of shows we can make available while making it even easier for users to access the TV The new site will launch with mid-roll advertising, an Australian first for online video.
So far no ISPs are yet on board for unmetered content.
Freeview has been pursuing a similar online service though Seven has been less enthusiastic about a joint project than Nine or TEN.
“Catch-Up” was also the name of a brand used by an early Channel Nine platform.