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Can Bell Media’s Project Latte Turned CraveTV Turn Into A New Revenue Stream

CraveTVNetflix needs no introduction, earlier in the year Shaw Media and Rogers announced the launch of shomi and just a few months ago Bell Media announced its own online video streaming service code named Project Latte. Now the telecommunications giant has unveiled its official go to market name CraveTV with a price tag of only $4 per month, and as of December 11th will be available to customer of the following networks Eastlink, TELUS Optik TV, Bell Fibe TV, Bell Aliant FibreOP TV and Bell Satellite TV.

“With TELUS, Bell, and Bell Aliant already on board, we are thrilled to partner with Eastlink, Northwestel, and other CCSA members who have recognized the value and potential CraveTV provides,” said Domenic Vivolo, Executive Vice-President, Content Sales and Distribution Marketing. “We look forward to welcoming additional distribution partners as CraveTV ramps up with even more incredible content in its first months of service.”

Of course this also poses a limitation on who can access the service as it is only available to customers of on of the above cable services compared to the Netflix model which is available to anyone who has an internet connection and regardless of whether they watch it on a TV, smartphone or tablet.

Bell’s big bet here is draw for premium content, as of launch time they are touting the service will offer “nearly 65% of the entire CraveTV catalogue is exclusive to the service, with more exclusive titles to be added regularly.” Classic shows such as Seinfeld, The Big Bang Theory, Cheers, Frasier and Corner Gas; as well they will offer HBO content such as The Sopranos, The Wire and Sex In The City.

So in the battle over consumers attention, looks like Bell is betting cost will be the big differentiator.

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