Foxtel is set to launch a brand new IP enabled box in an effort to attract new consumers to their TV subscription service.Speaking at the ASTRA conference today, Kim Williams, CEO of Foxtel, said that the company was struggling to attract new customers because of Freeview, the launch of new HD channels and the introduction of new IP enabled content services in Australia.
The new set-top box, which is due in the 2012-2013 financial year, will deliver cloud based services, be IP-centric and have expanded storage capability.
In the past, Foxtel has deliberately restricted their customers from having access to attach storage devices or internet based services by disabling components within the current Foxtel set top box offerings.
Williams said: “Our new set top box will be web-based and allow for greater personalisation via the introduction of new software. It will be hot-wired to the internet, have better storage and a will be cloud based offering.”
Williams said that currently the churn rate at Foxtel was approx 12.7 percent. However, he admitted that the company was struggling to attract new customers which had forced a re-think of the Foxtel “brand, content and delivery systems”.
He also revealed that Australia watched less TV than the US or the UK.
In Australia, according to OzTAM, Australians watch 22 hours of TV per week, while in the US consumers watch 34 hours, and in the UK, 28 hours.
Williams said that for Foxtel to survive and grow they have to deliver better customer service, more exclusive content and be competitive in the availability of their services across multiple devices, spanning smartphones, tablets, PCs, TVs and gaming consoles.
More to follow.