TF1 Group has launched a revamped MYTF1 platform that has transformed from a catch-up service into an ad-supported VoD platform.
Editorial and technical changes have also been brought to the service ,that now gives access to both the catch-up content of all TF1 programming (around 6,000 hours) and an additional library of 40 TV series and 2,500 episodes placed under the MYTF1 Exclusive label – these are exclusive acquisitions, original productions and TV premieres.
From September, MYTF1 will add new original series each month. It aims to create all it’s own originals (rather than relying on acquisitions) by 2012. This additional offering is being financed to the tune of a €990 million budget from TF1 Group.
The new platform has also been built to give the 24 million subscribed users in France a more personalised experience. The service boasts a new recommendation engine, a language selection, and can start playing a show on one device that can then be finished on another.
All advertising will now be video – replacing banner display ads on the platform – with a focus on mid-roll ads.