ONTAPtv.com, branded as South Africa's first à la carte VoD service, was launched in Johannesburg today.
Lindsay Servian, head of ONTAPtv.com highlighted the benefits of tailored packages during the launch event.
"For example if you want family content, good for under sixteen year olds, then you can have that. So what we are not doing is having a massive pack where you buy everything even if you don't watch it ... most of us are used to buying a pack and only watching a limited amount."
ONTAPtv packages include a Family Package with content predominantly in English and Afrikaans for R69 per month, as well as a TV series or movie package for the same amount.
All three packages are also sold through as a flagship package, priced at R89 per month.
"All of this is flexible pay-as-you-go pricing, so there is no subscription. We are not forcing people into long term commitments," said Servian.
ONTAPtv is also offering a free trial package with no end date. While content is available for streaming on PCs and Macs, there is also the option to download a range of the content to smartphones or tablets for offline viewing.
Partnership with WiFi provider
ONTAPtv also announced their partnership with WiFi provider AlwaysOn, although the service is accessible through other data providers as well. The two have data bundle offers for downloads and viewing of ONTAPtv content from AlwaysOn hotspots countrywide.
The ONTAPtv is owned by Hong Kong's telecommunications operator HKT through its international operating division PCCW Global.
Mike van den Bergh confirmed there are plans to launch the offering in other countries in Africa. "This is a cloud based offering so it is effectively designed to be infinitely scalable. We've invested, we've put everything down in this country...but in terms of scaling into other countries it is very much a function of deploying the cloud."
van den Bergh also brushed aside suggestions that the service was launched in order to compete with other VoD services like Naspers's ShowMax, Vidi, MTN's FrontRow and the upcoming launch of Nextflix.
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