Australia's largest online publisher launches comprehensive new long-form video destination.
Sydney, Australia, Monday 12th April 2010:
Ninemsn today unveiled the next evolution of TheFIX, its leading online entertainment brand, in the form of FIXPlay
– a comprehensive new video destination aggregating hundreds of hours of long-form content on the ninemsn network from Channel 9, GO! and other international providers.
As the fifth brand in TheFIX franchise – alongside TVFIX, CelebrityFIX, MusicFIX and MovieFIX – FIXPlay
offers a catch-up TV service, incorporating current Channel Nine and GO! programming, as well as back-catalogue content from local and international distributors including BBC Worldwide, UK-based Digital Rights Group (DRG) and the Nine Network.
From today onwards, audiences will be able to catch-up on a number of Channel Nine and GO! television programs produced locally, such as Underbelly: The Golden Mile, RPA and Getaway, as well as those from the Warner Bros. stable including Two and a Half Men, The Mentalist, V, Big Bang Theory, Gossip Girl and Vampire Diaries.
From a back-catalogue perspective, FIXPlay
will feature Channel Nine programs such as McLeod's Daughters and Sea Patrol. BBC Worldwide back-catalogue content includes hit programs Doctor Who, Little Britain, Spooks, Hotel Babylon, Torchwood and The Mighty Boosh, whilst content from DRG includes Shameless, Balls of Steel and Father Ted.
In the coming weeks, ninemsn will continue to add more catch-up TV programming and back-catalogue long-form video content to FIXPlay
, including much-loved Channel Nine shows such as The Block and The Footy Show (AFL).
From a technical perspective, FIXPlay
is powered by the latest Microsoft Silverlight Smooth Streaming technology to deliver an optimised and enhanced, high-quality video experience for viewers, regardless of internet connection speeds.
Commercial opportunities have been tailored to suit the long-form content on offer and include pre, post and mid-roll advertising available in lengths of 15, 30 and 60 seconds, as well as overall sponsorship packages. A number of brands are already onboard for launch including Gillette, Fosters, Bio Oil, Head and Shoulders and Suzuki.
Ninemsn has developed an integrated consumer marketing campaign to drive awareness and uptake of FIXPlay
which launches from mid-May across online, magazines and cinema screens. Additionally, Channel Nine and GO! will incorporate extensive in-program promotional straps to drive audiences to the catch-up services on offer for individual programs.
Commenting on the launch of FIXPlay
, Joe Pollard, ninemsn CEO, said: "FIXPlay is more than just catch-up TV. From a programming, commercial and technical perspective, FIXPlay is a differentiated offering for online video entertainment in Australia. And this is just the beginning of the long-form offering on ninemsn."
David Gyngell, Nine Network Australia CEO, said: "The launch of FIXPlay is another example of the great collaboration between Nine and ninemsn. The service has been launched at the same time as Underbelly: The Golden Mile so that fans of the show can catch-up on episodes and experience the brand online in between shows."
Ninemsn and Channel Nine launched Australia's first ever catch-up TV service on Wednesday 17th May 2006 with Australia's number 1 drama at the time, McLeod's Daughters. Since its inception, ninemsn’s catch-up TV service has delivered hundreds of thousands of catch-up episodes including Underbelly: A Tale of Two Cities which sits at almost 300,000 downloads for the second season.
In 2009, ninemsn launched a comprehensive short-form video destination which catalogues more than 40,000 video clips in an innovative, matrix-style display. This launch coincided with unprecedented growth in the online video category for ninemsn which saw monthly streams increase from an average of 1 million a month in 2006 to an average of 10 million a month in 2010.
In February 2010, ninemsn launched a catch-up TV service for the Vancouver Olympic Winter Games which generated more than 1.6 millions streams across its network. Additionally, Channel Nine and ninemsn continue to offer live streaming of The TODAY Show, the 11am and 6pm Nine News bulletins each weekday, as well and the ninemsn-produced Ninemsn Newsroom broadcast at 12.30pm each weekday.
goes live today, Monday 12th April 2010, and can be accessed by visiting www.fixplay.com.au