Having expanded its retail business to VOD with blinkbox, UK shopping giant Tesco has expanded its online video portfolio with Clubcard TV drawing upon shopping data to shape content and advertising.
Tesco says that it is the first retailer in the UK to reward its customers with their own online movie and TV service which is available immediately to the 16 million Tesco loyalty card holders. The service will offer content spanning comedy, drama, kids TV, romance, thrillers and documentaries with no charges, contracts or subscriptions, as it is supported by targeted advertising based on users’ shopping habits and demographics as captured on their Clubcard. Customers will have an opportunity to shape Clubcard TV by providing feedback both on content and additional features they would like to see added.
Explaining the basis of the offering, Michael Comish, CEO of Tesco Digital Entertainment, said: “Clubcard TV offers a whole world of free entertainment for all the family. It makes digital entertainment easy and accessible for our customers. The reason we can offer great programming for free is because customers will see relevant advertising before and during the movie or TV show they are watching. We’ll use Clubcard data to tell us what might be relevant for our customers and therefore help us deliver a more personalised service.”
Advertisers signed up for the launch of the service include Kellogg’s, J&J, Colgate and Danone, with film titles on offer including Brad Pitt western The Assassination of Jesse James by the Coward Robert Ford, The Shawshank Redemption and hit UK reality show The Only Way is Essex plus Doc Martin and The Real Hustle.
The service has been developed by the team behind the Tesco movie and online TV service blinkbox, with new movies and TV shows added as the service evolves. There are plans to extend the service to a range of devices including games consoles, tablets, smart TVs, Blu-ray players and set-top boxes.
Commenting about a service which his company is more than happy to provide content to, Jeffrey R Schlesinger, president, Warner Bros International Television Distribution, said: “Tesco has stepped up and made a financial commitment enabling them to license a selection of films for an exclusive short window sequenced between the traditional free TV windows. We are very pleased to have a new player in the competitive advertiser supported programming space.”