Sign up for our daily briefing
Make your busy days simpler with Axios AM/PM. Catch up on what's new and why it matters in just 5 minutes.
Stay on top of the latest market trends
Subscribe to Axios Markets for the latest market trends and economic insights. Sign up for free.
Sports news worthy of your time
Binge on the stats and stories that drive the sports world with Axios Sports. Sign up for free.
Tech news worthy of your time
Get our smart take on technology from the Valley and D.C. with Axios Login. Sign up for free.
Get the inside stories
Get an insider's guide to the new White House with Axios Sneak Peek. Sign up for free.
Catch up on coronavirus stories and special reports, curated by Mike Allen everyday
Catch up on coronavirus stories and special reports, curated by Mike Allen everyday
Want a daily digest of the top Denver news?
Get a daily digest of the most important stories affecting your hometown with Axios Denver
Want a daily digest of the top Des Moines news?
Get a daily digest of the most important stories affecting your hometown with Axios Des Moines
Want a daily digest of the top Twin Cities news?
Get a daily digest of the most important stories affecting your hometown with Axios Twin Cities
Want a daily digest of the top Tampa Bay news?
Get a daily digest of the most important stories affecting your hometown with Axios Tampa Bay
Want a daily digest of the top Charlotte news?
Get a daily digest of the most important stories affecting your hometown with Axios Charlotte
AT&T is launching a new TV service and a series of offers it hopes will allow it to sell TV service even when people don't want to give up their current broadband provider.
Why it matters: The streaming field is crowded, but some of the most lucrative customers are those willing to pay for live TV. This is AT&T's latest effort to go at that market.
How it works: AT&T TV, which launches nationally today, provides a cable-style bundle of channels with regional sports and more arcane offerings, on-demand options and a cloud-based DVR. It is an over-the-top service, so it works regardless of who provides broadband service, though AT&T is reserving some of its best deals for those who bundle AT&T TV with broadband service from the company as well.
- AT&T is launching with promotional prices ranging from $49.99 to $69.99 per month for the first 12 months.
- Customers who bundle with AT&T home internet or wireless will save $10 per month.
- In month 13, though, prices rise substantially, to $93 to $135 per month.
- It features a small set-top box and a voice remote and is also accessible via apps for Apple TV, smartphones and some Samsung smart TVs.
The big picture: AT&T TV joins DirecTV, DirecTV Now, U-verse TV, HBO Now, HBO Go and HBO Max in the company's stable of linear and over-the-top TV services.
Our thought bubble: I had a chance to try out the service and can confirm that setup is indeed easy and doesn't require a professional. Downloading software updates took a couple minutes, but the interactive trivia questions provided while that took place were a nice touch — and I got eight out of eight right.
- The integration with the Google Assistant and Android apps is nice, as is the universal search, though for now that integration is limited to a handful of services, including Netflix.
- The biggest issue I see — beyond AT&T's not currently offering the Pac-12 Network — is that the pricing is a lot like the traditional TV it hopes to replace, including two-year contracts and low teaser prices that rise substantially in the second year.
The bottom line: Perhaps the best thing AT&T TV brings is more competition into a part of the TV market known for high prices.
Go deeper: AT&T's Xandr readying 2020 WarnerMedia integration