Richard Freudenstein, chief executive of Australian pay-television operator Foxtel, said that the broadcaster would allow its subscribers to access coverage of the London 2012 Olympic Games across eight dedicated channels and tablet devices for free.
Foxtel charged subscribers an additional fee to access coverage of the Vancouver 2010 winter Games. The new approach for this year’s event has been widely interpreted as a challenge to commercial broadcaster Nine, which has free-to-air rights for the Games in Australia.
“We’re giving [the] Olympics to all our Foxtel subscribers free of charge,” Freudenstein said. “I think it’s really important to add value to our subscribers. Those sorts of things will really help grow our subscriber base.”
He added: “What we’re doing with the Olympics is something only subscription television can do: eight channels, 24 hours a day in high definition. We will be able to appeal to different niche audiences. It gives people the opportunity to think differently about Foxtel. You’ll also be able to watch on your iPad plus a catch-up service. The future is in these companion devices; giving our customers more portability and value for their subscriptions.”
Freudenstein said that subscribers would be able to download a free app for their Apple or Android tablet devices that would allow them to access coverage on the move.
He said that customers of the Austar pay-television operator would also be able to access the Olympics for no extra charge if the Australian Competition and Consumer Commission, the country’s competition watchdog, approves Foxtel’s merger with the company next week. The commission will deliver its verdict on Thursday, March 29 before shareholders vote on the merger the following day.
Nine and Foxtel have multi-platform rights for the 2010 and 2012 Olympics.