Sony and Sky plan July beta launch of PSP VoD service
Go!View, the PlayStation Portable video-on-demand service from Sony Computer Entertainment Europe and BSkyB, will see its long-awaited launch in beta this July.
Sony and Sky will launch a dedicated website and user interface in July to push users to join in beta testing of the service.
It will be followed by a major cross-platform marketing campaign that will include PPC and search marketing and will be supported by online and offline activity.
Go!View will enable the UK's 2.6m PSP owners to download Sky content such as films, TV programmes and sports coverage for viewing on the handheld multimedia device.
The service, which was originally planned to launch earlier this year, is yet to announce specifically what content that will be available via the Go!View platform.
Owen Jenkinson, marketing manager of Go!View, said Sony was in negotiations over content rights and would make a number of announcements ahead of the launch.
He added that Go!View wouldn't launch "overt marketing" at the beta stage but would wait to get user feedback on the service.
"Our intention is to launch the beta phase in July and then we'll follow that with a big campaign push towards the end of the year," said Jenkinson. "I think we'll wait a few months, as obviously we want to allow the service to run, but I do envisage a reasonably large online and offline campaign."
The Go!View interface is being built by creative agency All Of Us, which also works with Sky on its SkyAnytime on PC platform.
The service will require users to register their details and potentially download software and upgrades. Once they have registered, users will be able to browse content and, where possible, view trailers before downloading the material to their PSP.
Last year digital agency Glue was appointed the lead creative agency for the launch of Go!View.
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