Cable / Telecom News

Eastlink teams up with Cisco for new all-in-one TV app

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TORONTO and HALIFAX – In the race to keep its cable customers from defecting to over the top providers, Bragg Communications’ Eastlink has announced a new live TV and on demand streaming service easy enough to use that instructions have been reduced to four screen swipes.

In a teleconference from Halifax with reporters on Thursday, CEO Lee Bragg called the new service “a transformative streaming experience, the only one of its kind in Canada.” (The photo is what it looks like on an iPad.)

“We know consumers are watching more video than ever before, discovering and subscribing to that content across numerous platforms that have become time-consuming and very expensive.”

Many homes’ family members are watching content on laptops, tablets, smart phones and a traditional TV, he said. Eastlink Stream app is designed to simply that delivery.

Based on Cisco Systems Inc.’s Infinite Video Platform, a cloud service for operators for distributing content, Eastlink Stream allows subscribers to swipe across, up or down to see a menu of what’s on or to search content while still watching a current live or on demand program.

Users can leave the app and return to the show they were watching.

To start, the app has access to 38 channels, including standard TV networks, HBO Canada and Crave TV and their libraries. However, Netflix isn’t yet one of the choices. “The consumer is searching around the Internet trying to find something,” said Dan MacDonald, Eastlink’s vice-president of marketing. “Whereas with Eastlink Stream we’ve integrated those 38 on demand platforms into our search functionality, so there’s no more futzing around with different networks and apps and logins.”

Also part of the app is a parental control which locks out access to any channel unless a PIN number is entered.

Eastlink subscribers eligible for the service must subscribe to a bundle or to the Classic TV service. Those on basic service can’t access the app. The company says 98% of its subscribers qualify.

While wireless devices need either a Wi-Fi or cellular connection, it doesn’t have to be from Eastlink. After downloading the app onto a device, subscribers enter their Eastlink credentials for access anywhere. Data plans apply. The app works on iOS, Android, PC and Mac devices.

Cisco’s VideoGuard Everywhere technology acts as a digital rights manager to protect content providers.

Customers want access to their video content in one spot, Bragg said, as well as being easy to navigate through.

Asked to compare Eastlink Stream to similar offerings from Shaw, Bell or Rogers, MacDonald said “we feel this is a next-generation app. The way you swipe and select so intuitively, that’s very unique. You’re not going to see it on any of those other applications.”

Other providers using the Cisco Infinite Video Platform include Fox Australia, BSkyB Sports and CBS Interactive.

www.eastlink.ca/stream