Despite only being launched last month, AMC is already being used to drive sales for BT, according to Delia Bushell, MD BT Sport and BT TV.
Speaking in a keynote and Q&A session at IBC, she added that with Netflix, which had been launched last November, and AMC, which offers exclusive content, the telco had made “a big step forward”. Marketing and consumer awareness were the next big focus.
Asked about the company’s decision to launch an Ultra HD channel (BT Sport Ultra HD), Bushell said that the company wants to innovate and sport has always been a showcase for new technologies.
BT also introduced a new Ultra HD YouView set-top box alongside the new channel in July, ahead of the start of the Premier League season.
Bushell made clear that no decision on the future of EE boxes would be made until BT’s acquisition of EE gets clearance.
More generally, the company’s aim is to bring BT Sport, BT TV and BT Mobile closer together.
Bushell also revealed that over 2 million of its new subscribers are completely new to premium sports.
