EE has announced it is expanding its TV offering by expanding their channel recording capabilities, integrating Twitter activity and giving access to reality TV app, hayu.
The partnership with Twitter is the first of its kind in the UK, using real-time information from the social network to inform TV users of trending shows and to provide relevant hashtags to the show being watched.
Speaking on the partnership, Dara Nasr, UK Managing Director, Twitter, said: “Great telly and Twitter have always gone hand-in-hand - people love talking about their favourite shows and our new partnership with EE makes it easier than ever to discover which programmes are creating the biggest conversations."
EE added that it is looking to further expand the EETV-Twitter partnership in 2017.
Another aspect of EETV’s expanded offering is their Enhanced Replay – increasing the number of channels that can be simultaneously recorded from six to eight, while also changing the replay menu system to categorise shows by genre.
Finally, EE’s partnership with NBCUniversal International’s new hayu app aims to bring over 3,000 episodes of reality TV shows such as Keeping Up with the Kardashians, Top Chef and Million Dollar Listing, all available on a £3.99 rolling 30 day subscription.
Noel Hamill, Managing Director of Marketing, EE, said: ‘We continue to evolve the EE TV experience for new and existing customers - ensuring it’s even easier for them to discover shows they’ll love. We’re also excited to be the first TV platform in the UK to partner with Twitter on integrating its ‘Watch with Twitter’ features, meaning customers are in the loop on all the most talked about programmes. And with the addition of hayu, we’re making sure there’s plenty for those who want to keep up with the latest hit reality shows.’
EE’s EETV upgrades is well timed to compete with the increasingly fierce quad-play market, strengthening the provider’s arguably weakest component in the face of market encroachment by Plusnet, Sky and Virgin Media, all of which have recently boosted their offerings.
Never shy of promoting their TV and additional services through their celebrity partnership with Kevin Bacon, the real struggle – as with any quad-play offering will be converting this into subscribers in store. Feedback from retail staff often includes that contractual obligations with existing suppliers are a major barrier, meaning customers need a strong motivator to change when the opportunity comes up – especially as TV in its standard format is seen by some as a declining market, with more and more users opting instead for web based propositions.
With BT’s sports offerings and EE’s additional services it awaits to be seen whether EE can make major incursions into the traditional TV powerhouses of Sky and Virgin.