AT&T Inc. (NYSE:T) Ropes In Taylor Swift

December 14, 2016 - By Ruchi Gupta   ·   0 Comments

On her 27th birthday, Taylor Swift has launched Taylor Swift NOW, an exclusive video channel on AT&T Inc. (NYSE:T) AT&T U-verse, DirecTV NOW, and DirecTV satellite.

AT&T Ropes in Taylor Swift

As AT&T ropes in Taylor Swift, it is hopeful that it can boost DirecTV as one of the leading video-on-demand (VOD) platforms in the world today.

AT&T ropes in Taylor Swift under a multiyear contract, which has first been announced in October. Taylor Swift Now will feature 13 themed chapters including behind-the-scenes (BTS) clips, concerts, music videos, and other exclusive footage from the award-winning singer.

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Moreover, Taylor Swift has been signed to be the headline performer at the DirecTV Super Saturday Night on February 4 as part of the highly anticipated Super Bowl 51. This will eventually be made available on Taylor Swift NOW.

According to the company, the programming on Taylor Swift NOW is strongly personal, with Taylor Swift herself thoroughly handpicking the content. Taylor Swift NOW will be updated with new content weekly.

“This is exactly what we had in mind when we launched DIRECTV NOW— a video destination that’s TV your way,” boasted Brad Bentley, AT&T Entertainment Group Executive Vice President (EVP).

Basketball Match in 4K Ultra HD (UHD)

In other news, AT&T and National Basketball Association, Inc. (NBA) NBA TV have let viewers in the US watch for the first time in 4K UHD a live NBA match between the Denver Nuggets and the Utah Jazz on DirecTV on December 3.

Viewers have enjoyed the game in a resolution four times better than that of HD TV. Consequently, they have felt the excitement in the court without having to sacrifice the comfort of watching right from their couches or beds.

Additional live games to be broadcast in 4K UHD in the US will be announced soon.

As AT&T ropes in Taylor Swift through Taylor Swift NOW and broadcasts live NBA games in 4K UHD, it can potentially become a leading player in the VOD service industry.

On Tuesday, AT&T has closed at $41.36.

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By Ruchi Gupta

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