BT Sport app: More platforms

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BT Sport is now even easier to watch with the launch of a new app on Apple TV, Samsung Smart TVs, and Xbox.

In time for the UEFA Champions League knockout rounds, the app is now available on these platforms to existing BT Sport customers at no extra charge. Initially allowing access to BT Sport 1, BT Sport 2, BT Sport 3, ESPN, BoxNation and the BT Sport Extra channels, later in 2019, BT Sport’s new app for big screens will also include on-demand content, highlights, TV listings, and, the BT Sport 4K UHD channel. This enhancement will make live sport in ultra-high-definition available to more fans, by making these devices another way to access 4K content on TV, in addition to a BT TV set-top box.

The app makes BT Sport available in more ways than ever before, such as enabling access to BT Sport without the need for a set-top box, and, allowing existing BT Sport customers access via a second screen at home. The app also enables BT Sport customers with a digital subscription to watch BT Sport on the big screen. Through the launch, BT Sport is now available on some of the most popular platforms including smart TVs, game consoles, mobiles, tablets and streaming devices.

Pete Oliver, MD, Marketing BT & EE, noted that the company had been “very focused” on how it could innovate with sport and also connect in the way that with it did with customers of both BT and EE. In addition to working with Microsoft, Apple and Samsung, he revealed that BT was working with more partners that would be announced in due course.

BT Sport customers can get the new app on Apple TV, Samsung Smart TVs and Xbox by simply visiting the home page or app stores on these devices.

“We’re creating even more ways for our customers to watch their favourite sport in stunning high definition, wherever they are,” commented Marc Allera, CEO of BT’s Consumer division. “We’re working to offer our customers unrivalled choice, with the best content, the smartest devices, and the latest technology, through partnerships with the world’s most innovative companies. Making BT Sport available on Apple TV, Samsung TVs and Xbox is just one of the ways we’re bringing great sport to even more customers, and creating the best sports viewing experiences in the UK.”

Jamie Hindhaugh, COO, BT Sport, said that the broadcaster had a “very clear” strategy since its launch less than six years previously. “It’s about taking people to the heart of sport. That editorial strategy is what drives our innovation. It’s about making people feel like they are at the event. So 4K better picture quality take you closer to the action; Dolby Atmos brings the sound of the stadium into your home; virtual reality you’re immersed inside the stadium. That’s what it’s all about. We don’t do things to say: ‘We’re first’. If it doesn’t fit our editorial strategy, we don’t do it.” He also suggested that innovation was not just about how you experience, but how you can find sport and how you can get to it quicker.

TMT analyst Paolo Pescatore described the move to bring BT Sport to more devices and screens as “long overdue”, but being great for sports fans who want to watch on the big screen. “This is a step in the right direction allowing BT Sport to reach new sports fans,” he added.

“For now, this move protects its core base,” he suggested, noting that BT must do much more to attract and sign up more sport subscribers. “This very much feels like a skinny bundle. Unlike the full fat bundle available on mobile devices, many features are missing such as on-demand content, enhanced player with info and 360 clips. BT must heavily promote and cross sell BT Sport into its existing base. With this in mind, expect to see new bundles emerge including these devices to new users,” he concluded.


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