​Fox is hoping a $25,000 giveaway will lure customers to try its TV Everywhere platforms such as Fox Now, FX Now, and Nat Geo TV.

Fox Networks—which includes 44 owned and joint venture networks—launched a Stream It and Dream It sweepstakes on Tuesday aimed at raising the profile of the company’s authenticated services so that viewers won’t head elsewhere for time-shifted Fox programming.

The company pointed to a HUB Research study from earlier this year that showed more than half of pay-TV customers didn’t know about TV Everywhere authenticated services, and 60 percent had never used them.

For the two weeks from November 6 through November 20, viewers who sign in to any of the five Fox TV Everywhere apps—Fox Now, FX Now, Fox Sports Go, Nat Geo TV, and BTN2GO (Big Ten Network)—by authenticating their pay-TV subscription will see content that contains a promotion code which can then be used at the StreamItandDreamIt.com contest website.

Viewers without a pay-TV provider will be given a two-hour free guest pass to sample Fox Networks programming and enter the contest.

“In addition to the tremendous support of our distribution partners, the ‘Stream It and Dream It’ promotion will be bolstered by the promotional power of the Fox portfolio of networks,” said Jamia Bigalow, senior VP of distribution marketing at Fox Networks. “With the cross platform support of FOX Broadcasting, FX Networks, FOX Sports 1, BTN (Big Ten Network), regional sports networks, the National Geographic Channel and Nat Geo WILD, the campaign will reach north of 100 million pay-TV homes.”

Although the HUB study found that TV Everywhere remains a mystery to most viewers, another study from Viacom this year found that consumers who do sample the apps end up loving them.

Overall, 64 percent of those using TV Everywhere apps said they watch more TV, according to the study. And 93 percent said that the platforms made them more likely to stick with their current provider.

That has left networks and entertainment companies trying to figure out how to cut through the clutter and educate consumers about their availability.

NBC used the Sochi Olympics this winter to push its own services. At about the same time Univision announced a huge TV Everywhere expansion of its own.

Fox’s Bigalow has been singing the praises of the apps all year, even before her company’s announcement Tuesday.

At The Cable Show in Los Angeles this past April, Bigalow told the audience that the authenticated apps were one of the few ways to save the TV bundle.

“It’s of the utmost importance that our companies collectively promote the value of the TV bundle, and I think TV Everywhere is a great place to start to get into the mix with the cord cutters and the cord nevers,” Bigalow said in April. “We have to get to their sweet spot. I think it’s about getting in front of those people and showing them the value if you were to add up what they spend on cable and all of their over-the-top services. I think that’s an interesting comparison.”

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