EastEnders On Demand
By Larry Jaffee
BETHESDA, MD-EastEnders fanatics in the U.S. will be able to watch
the show the same time as their U.K. counterparts, thanks to a new
video-on-demand service being launched in early 2002 by BBC America.
Currently BBC America runs the show two weeks after its U.K.
run. The service initially will be available only to subscribers of
digital cable service.
Potential subscribers to BBC America On Demand will have the
opportunity to sneak peak all four weekly episodes of EastEnders,
commercial-free, in advance of regular BBC America viewers. Two
pricing models will be tested-single episode and monthly subscription.
EastEnders is the first of the BBC's rich programming library to
be tested with this new service.
"We know that EastEnders has many avid fans in the U.S. who are
keen to watch the show as soon as possible," said Paul Lee, BBC
America chief operating officer. "Video On Demand does not have to be
limited to hit movies and mass audience weekly series. We believe
there is huge potential for us to reinforce our viewers' relationship
with our brand by bringing them a whole catalogue of programs and
premieres on demand as a seamless extension of BBC America."
"The BBC has one of the richest programming libraries in the
world, and this is the first in a series of ventures that will bring
the best of British comedy and drama to U.S. audiences in a select
and view environment," commented Mark Young, BBC Worldwide Americas
president and CEO.
BBC America (www.bbcamerica.com) is available on cable
systemsthroughout the U.S. and on DirecTV and Dish Network.
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