NBCU doubles down on TV Everywhere, launches authenticated broadcast streaming platform

NBC has announced plans to launch a live stream of its broadcast network, but is doing so within the confines of the TV Everywhere model.

Debuting Tuesday, the live stream platform is only available to authenticated pay-TV subscribers, with the Comcast (NASDAQ: CMCSA)-owned programming arm releasing a statement noting that it is "committed to supporting the TV Everywhere ecosystem."

The strategy to move shows onto the mobile and other assorted IP devices of viewers differs markedly from that of competitor CBS, which launched an a la carte streaming service in October. It also serves to overcome NBCU's reputation for lagging behind in TVE services.

In conjunction with the broadcast streaming service, NBCU launched an TV Everywhere awareness-building campaign for its 14 channels, with on-air and digital promos touting the "Watch TV without TV" tagline.

"NBCUniversal has some of the most iconic brands in TV, so it is only natural that as TV viewing evolves into digital platforms, we as a company continue to expand our strategy, creating broader TV Everywhere options for our consumers," said Alison Moore, GM and EVP of TV Everywhere for NBCUniversal, in a statement. "With the unyielding support of the company's vast portfolio of brands, this groundbreaking marketing campaign will heighten consumer awareness of the variety of ways viewers can watch both their beloved favorite shows and exciting new shows across multiple digital platforms right now and on their own time."  

For more:
- read this Wall Street Journal story
- read this Multichannel News story

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