AT&T goes country with new interactive app
AT&T, accompanied by support from the Country Music Association (CMA), has released a new interactive TV app for fans of county music.
The app, which is called “Country Deep,” is currently available only on U-verse customers’ TVs, but content will soon be available on AT&T’s web portal and on the U-verse app for smartphones and tablets.
According to an AT&T spokeswoman, Country Deep was written in AT&T’s own code using the WAMS (Winton Application Management System) platform.
The AT&T Original Content team, which works with content creators to bring differentiated content to U-verse customers, is initially working with Universal Music Group to provide content for Country Deep.
AT&T said Country Deep’s rotation would be updated on a weekly basis to feature new content including live performances, artist interviews, music videos, and original content. The first month features music from Lady Antebellum, George Strait and Easton Corbin. Customers can also build a playlist of their favorite artists and music.
“Why country? We conducted research with CMA that showed 65 percent of country music fans were interested in new and unique country music TV content. We saw an untapped opportunity to give country music fans this content through the Country Deep App on U-verse,” said Brian Collins, vice president of wireline consumer marketing, AT&T Home Solutions. “Country music has such a passionate fan base, and Country Deep will be a great way for us to deliver more value to our customers across platforms and help further differentiate AT&T U-verse.”
Country Deep is available for free to U-verse customers that subscribe to Elite or higher data tiers. Users can access the content via HD and SD channels, or by clicking “go interactive” on their remote controls.
To build on its country music strategy, AT&T has also added several country films to its video-on-demand library.
Country music aficionados attending the 2013 CMA Music Festival and the AT&T U-verse Fan Fair X can check out Country Deep at the AT&T U-verse Showcase Stage.
“AT&T is helping fulfill the huge demand we’re seeing for country content,” said Sheri Warnke, CMA senior vice president of marketing and communications. “Fans love engaging with Country Music, and we’re proud that AT&T is launching Country Deep at the CMA Music Festival.”