Seeking to turn its on-demand programming into a product feature that can better compete with OTT services like Hulu, DirecTV (NASDAQ: DTV) has officially launched its "72 Hour Rewind" feature.
The feature allows users to watch shows that aired in the previous three-day time window, using remote-control shortcuts to access on-demand programming from around 40 channels.
DirecTV has begun notifying its customers through emails and onscreen messaging that the service is live, according to TV Predictions, which closely monitors the satellite TV business.
"Rewind" is intended to help DirecTV compete better with services like Hulu, which has amassed 9 million subscribers in large part because of its ability to help viewers catch up on new shows that didn't make it into their DVR.
The feature, which works with select Genie DVRs, also targets transactional services like Vudu and Amazon Instant Video, which allows users to watch episodes from certain networks including AMC the morning after they originally air.
The 72 Hour Rewind feature is available for all four major broadcast networks, as well as cable channels including A&E, Cartoon Network, Bravo, E!, Food Network, History, Lifetime, MTV, TNT, TBS and USA Network, among others.
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