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Blue TV, Blue Cinema, Blue plus – that’s the new Swisscom lingo. The telecom giant is turning its brand empire upside down and is completely relying on a new umbrella brand. This confirms the rumors that were circulating a few days ago. It’s the end of Teleclub, the end of Kitag cinemas.
The new world of the brand is a reference to the first steps on the Internet, a further development of the “Bluewin” brand. The rebranding is done on a large scale. With spotlights, a giant screen, American slack. In the style of the Apple iPhone builder. Blue LED lights on stage. Blue light on the stairs.
Swisscom turns blue. The television offer is now called “Blue TV”. Teleclub is “Blue plus”. Cinemas are “blue cinema”. But small changes for the consumer. No need to replace the Swisscom box in the living room. The wallet is also not veiled. Because the TV offer has a new look, but the price remains the same.
Individual games
“The most important innovation is that Swisscom now offers streaming services independent of an Internet subscription and a TV subscription,” says Ralf Beyeler, telecom expert at Moneyland comparison service. Until now, it has been the case that customers could only contract Teleclub with an Internet or TV subscription.
Second major innovation: customers can now buy individual sports broadcasts, without having to pay for an expensive subscription. A registration, a credit card, a few clicks – that’s enough for a sports evening. The exact prices of the games are not yet clear. So far they have been in the single digits.
If you want more, you can buy a full subscription. “Blue Sport” is the ultimate variant for sports fans. Cost: just under 30 francs a month. “Blue Doku” is the program for the disciples of the Dicovery Channel. The problem: the contents of both packages cannot be viewed with a time delay. There is also a minimum term of six months. Beyeler criticizes this: “In 2020, consumers will be used to different things.”
The end of an era
After all, the sport should find its way into theaters too. Swisscom plans to broadcast live football matches, for example. The bottom line is that there is one thing above all: a lot of nostalgia. Teleclub: That was the station that showed the cinema films for the first time on television after 12 months. A year earlier they appeared on RTL or Pro Sieben night shows. Four years before SRF 2 showed the strip.
Teleclub is a piece of media history. One of the oldest pay TV channels in Europe. Founded in 1982, initially only on air with a trial license. In the 1990s, blockbusters ran 14 hours a day. There was nothing in the night. The price of 300 films a year: more than 30 francs a month.
All over. Netflix and company have changed the world of cinema. Sky and the other pay channels are turning the sports business upside down. And Swisscom only sees blue. (ise)
