![]() Last month’s relaunch saw a commitment to increase staff levels and target new platforms with a reported £100 million investment. YouView is now effectively a BT and TalkTalk proposition. In the two years since its launch it has failed to gain the support of consumers, mainly because it remains a confusing product – is it Freeview, is it iPlayer, is it BT Sport, what is it? – as well as being relatively expensive at £300. But the project proved far too ambitious and led to serious cost over-runs and delays, not to mention conflicting and ever-changing priorities from its many shareholders (which also included BT and ISP TalkTalk). ![]() Former BBC director general Mark Thompson said it would “revolutionise the living room”. YouView was created by the iPlayer guru Erik Huggers, who was then head of the BBC’s Future Media and Technology division, and followed the failed attempt to create Project Kangaroo, which was envisioned as an on-demand ‘superstore’ of content. At the moment, their Freeview service is looking decidedly antiquated, and their investment in the YouView service is causing considerable friction and concern. #Talktalk youview launch tv#“What’s encouraging is that the whole sector is getting better and investing in greatly but we’re most interested in what we are doing and that’s continuing to improve.UK public service TV broadcasters – the BBC, ITV and Channel 4 – have agreed a new strategy for their combined attempts at providing OTT video on demand. If you see the banking sector and look at someone like Santander, which brought different banks into one – there’s inevitably complications. He said: “All we can do is come down and improve every single quarter because we’ve done something in the last two years nobody else in this sector has done: we bought eight different ISPs, with eight different networks and eight different billing systems and bring them into one. He said although TalkTalk has been at the bottom of the table for landline and broadband complaints since Ofcom’s report began, it has “significantly” improved its customer satisfaction levels by about 35 per cent in that time. Schmid, however, rebutted this suggestion. It has also received the highest amount of complaints for broadband and landline services since Ofcom began its quarterly customer satisfaction reports in 2010, which could potentially hinder take up of its YouView product from non-customers. TalkTalk received the most amount of complaints of any UK landline or broadband provider for the three months to June, according to Ofcom. “Broadband prices have come down significantly in recent years because TalkTalk changed that market and that’s what YouView is trying to do now – it’s great news for customers, but maybe not great news ,” he said. Schmid told Marketing Week that competitors – such as Sky and Virgin – have already begun lowering their pricing as a result of YouView’s launch with BT and TalkTalk. #Talktalk youview launch plus#TalkTalk currently has 1 million Plus customers, but it expects consumers tied into other services may switch over time to take advantage of the free service and the ability to sign up to pay TV such as Sky Sports or LoveFilm on a more flexible monthly basis. She added that the company expects “the vast majority” of its 4 million customers to take YouView. TalkTalk’s CEO Dido Harding said at the event this morning that TV and TalkTalk will “democratise TV” and transform the way people watch content in the same way the iPlayer launch “revolutionised” viewing four years ago. ‘Britain’s better off with TalkTalk’ is our value message that will continue – those are the kind of lines we will take.” ![]() We’ve spoken before about brightening up Britain and that theme will continue throughout. Schmid says: “ will be much more about what we feel TalkTalk brings to homes. BT is offering YouView services with a free set top box, fibre optic broadband and TV Essentials package from £18 per month. The company is currently offering all its Plus customers, who pay £14.50 a month for unlimited phone and broadband, a free YouView set top box. It will be created by Chi and Partners, the agency behind its current “Model Britain” activity. ![]() TalkTalk will centre the campaign’s narrative around its “best value credentials”, according to communications director Mark Schmid, who spoke to Marketing Week at the company’s media launch for YouView this morning (27 September). The communications company, which alongside BT is one of the two broadband stakeholders in the YouView IPTV service, will change tactics from its current campaign that serves to notify consumers it now offers TV, to directly communicating how customers can set up the service in their homes. ![]() End frame from Talk Talk’s current YouView TV campaign ![]()
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