Foxtel “won't be stuffing around” with triple play campaign

James McGrath
By James McGrath | 2 February 2015

Foxtel has continued its defence against entertainment competitors by launching its own triple play bundling offer, which will offer cable TV, broadband, and landline.

It has unveiled its triple play offering which includes its basic Foxtel TV package -- incorporating 43 channels -- together with unlimited national and local calls and a 50-gigabyte broadband plan for $90 per month.

Customers who want to up the data to 100GB, 200GB, and 500GB will have to pay $95, $105, and $125 respectively. Users will also be able to scale their packages up or down depending on the level of TV package they are seeking.

The broadband will initially be offered through Telstra's ADSL lines, but will be pushed out through national broadband network over the coming year.

As part of the offering, Foxtel will unveil a dedicated modem unit which will connect with a range of Foxtel IQ devices. There will also be no data download limits for Foxtel Go and Anytime when connected to the Foxtel network.

Customers will also be able to access Presto, Foxtel and Seven West's subscription video on demand service, when connected to the Foxtel network without taking data off their download limit.

Foxtel has been hard at work to defend against the likes of Stan and Netflix, firstly dropping the entry price of its basic package to $25 per month as it seeks to lift its home penetration rate from 30% to 40%.

It subsequently spent $10 million on an advertising blitz to alert consumers to the new pricing level, and unveiled a Box Sets channel, full of HBO and Foxtel back catalogue.

Foxtel's marketing director, Ed Smith, told AdNews this morning that the focus for the first couple of months would be connecting with its existing user base, with a TVC to play on Foxtel and direct marketing to be taken care of by Mercer Bell.

The TVC is thought to have been created by its in-house team, while an above-the-line push to target new customers is “ready to go, but under wraps”.

“We'll do that push in a couple of months' time, but right now we want to focus on getting our existing customers hooked up,” Smith said. “We're already getting some good sales through pre-registration”.

When pushed on the scale of the new customer push, Smith was hesitant to give away any numbers, but said “we won't be stuffing around.”

“When we go big, we go big,” Smith said. He also said it could be comparable in scale to its campaign promoting its $25 per month pricing.

The new offering is available from today.

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