ABC iview to make logins mandatory
Optional logins for iview will turn mandatory from July.
From July ABC iview will introduce mandatory logins for free accounts, which was hinted last October.
It follows the broadcaster offering an optional login last May.
Individual profiles for each household member will include personal programme recommendations and watchlists of shows to catch later on.
The login also enabling viewers to continue watching programmes across multiple devices – picking up a show on one screen where they left off on another.
A new campaign to promote iview features puppet characters, Linh, Arj, and Gloria, designed in-house and then made by Kay Yasugi from Digital Seagull. Sam Simmons is narrator of the campaign.
Diana Costantini, Head of Creative ABC MADE, said: “The VOD space is heavily populated with a lot of fantastic creative work in market. Our aim was to craft a campaign that stood out from the crowd, piquing the interest and enticing audiences to jump on to ABC iview to experience the vast range of content we have on offer. Of course, if you’re going to run a campaign line around ‘surprise’ you also want the campaign itself to be surprising. We think Linh, Arj and Gloria deliver that in spades.”
“Our puppets don’t speak, so the narrator was always an important consideration when crafting the work,” she said. “Rather than engaging a standard voice-over person, we auditioned actors and comedians. Sam’s silliness and off script commentary won us over. He’s true-blue original and we’re stoked he could bring so much to this project.”
ABC’s Director of Audiences, Leisa Bacon, said: “Over three million Australians have already created an ABC account. Logging into ABC iview with an ABC account will help audiences to discover content that they may not have otherwise.
“We know that audiences choose their streaming services based on the content offer and the ABC serves up award-winning content that spans everything from drama to comedy, docos to news and, of course, it’s all for free. The ABC MADE team has produced a stand-out integrated campaign that will help audiences to re-evaluate ABC iview.”
SBS on Demand has had logins since 2016 which helps them to sell and target ads to specific demos.