Bell Media has added CTV to its growing suite of mobile viewing platforms with the launch of CTV GO. The product enables users to watch up to 60 programs from its CTV and CTV Two channels – including The Big Bang Theory, The Amazing Race, Grey’s Anatomy and Marvel’s Agents of S.H.I.E.L.D. – live on their mobile devices.
The product will also enable live viewing of marquee events such as The Academy Awards and the Super Bowl, while CTV is also making 3,000 hours of programming available for on-demand viewing.
CTV GO joins Bravo GO and TMN GO, both of which were introduced earlier this year. Bell Media plans to introduce GO products for its TSN, RDS and CTV News properties before the end of the year.
Available via a free app, the GO products offer “ultimate viewing freedom,” said Adam Ashton, senior vice-president of business operations with Bell Media. “It provides tremendous added value to a consumer’s current TV subscription package at no extra cost,” he said.
While GO has been in market since February, Ashton said there is “nothing definitive” in user data, such as how many people are accessing programming or how long a typical mobile viewing session lasts.
He did say that one of the earliest hurdles has been requiring users to authenticate their cable or satellite subscription details in order to access the live-stream, but said he expects the problem to be resolved. “We’re certainly confident that we can overcome that,” he said. “It’s a temporary thing to get people over.”
Once people are in, he said, the service provides a “super viewing experience” built around high-quality video, a slick design and a simple user interface. “I think people will be amazed at the fact it’s so clear and crisp,” said Ashton.
To ensure that users don’t incur huge data charges on their mobile bill, the videos will play on wi-fi by default, with a pop-up message asking if users would like 3G to be enabled.
The livestreaming will include the same ads as the TV broadcast, although the GO app is also offering pre-roll opportunities. CTV is with full-screen inter and interactivity. Pre-roll include Canadian Tire and the Ford Fiesta brand.
“The GO products represent an upgrade to our digital advertising capabilities,” said Ashton. “It will allows brands to immerse themselves in great content and engage consumers wherever they might be.”