BT launches Entertainment division to exploit broadband content

By Alun Williams

Posted on 30 Nov 2004 at 11:24

BT is looking to make broadband a more attractive proposition, in terms of the content that is delivered rather than just the throughput of the connection - the company has announced the formation of a new division called BT Entertainment.

Its official remit is to 'enable content providers to reach broadband customers through platforms and services backed by the quality of the BT brand'. What this means in practice is cultivating partnerships with third-party content providers to deliver music, games and movies into BT-connected homes.

Running the new division as CEO will be Andrew Burke, currently a director at BT Retail and, in a previous existence, the founder and CEO of the UK ISP LineOne.

'A focus on Entertainment Service is the natural next step for BT in driving further value for new and existing broadband customers,' declared BT Retail's outgoing chief executive Pierre Danon. 'This is a truly exciting time for us as we feel that we are about to cross the chasm from an early adopter market to one which will fully embrace the full potential of broadband, a fledgling mass market.'

'Our customers are telling us that they want more, that fast access alone is not enough, and they are demanding more entertainment and communications services,' he added. 'The purpose of BT's Entertainment Division is to meet those customer demands by developing, licensing and bringing to market, content value added services such as on-demand music, gaming, television and movies.'