We have known for some time now that AT&T plans to launch a new streaming service later this year. Details are still thin though but today AT&T’s CEO of Communications John Donovan said the soon to be launched streaming video service will “radically reshape” your views of TV.

“It’s the consumer product I’m most excited about since the iPhone. It radically reshapes what your concept of television is,” Donovan said of AT&T’s soon to be released streaming service at the Credit Suisse Communications Conference in New York. “We think we’re going to be really disruptive in the market on features and capability, but we need to evolve our product. And that’s the way we want to do it.”

“The fundamental issue around TV is — using broad-brush numbers — you have to know what the customer is willing to pay 100 bucks for,” Donovan said. “Trying to give them 100 bucks of value for $40 or $50 or $60, that’s not going to be a fit that is going to work for the customer or the organization in the long run.”

“The most important thing we have to do is to address broader price points that are much broader than simply saying ‘Do you want HBO or Cinemax or not,’ ‘Do you want the upgraded sports package or not,’” Donovan added. “That’s how we differentiated before. Good, better, best were just three content offers. But those didn’t stretch far enough. And so we’re going to have to build new products that stretch across a wider range.”

The question now is what does this mean? There have been talks that AT&T is making changes to the soon to be released streaming service. At first, it was reported to be offered in three different packages with different price points for different content. Now it is being reported that AT&T is looking at a single package. All we do know about the service is that it will draw on Time Warner content to build out the service.

The other question we have to think about is what does this new service mean for AT&T’s other streaming services. HBO NOW, Crunchyroll, DIRECTV NOW, AT&T Watch TV, are just a few services AT&T already offers. How will this new service “radically reshape” your views of TV in a way that HBO NOW and DIRECTV NOW have not?

So what do you think of AT&T’s plans to radically reshape TV? Leave us a comment and let us know what you think.

Source: Multichannel News

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