With almost every major media company taking part in this week’s launch of AT&T’s new DirecTV Now streaming service, the question is being asked why CBS appears to be holding out.
The Hollywood Reporter put the question to Brad Bentley, executive VP of marketing for AT&T Entertainment Group, who appeared along with other AT&T executives Monday in Manhattan at a launch event for DirecTV.
Noting that CBS and Showtime — which is also a part of CBS Corp. — are missing from the lineup, THR asked Bentley: “What’s been the holdup in reaching a deal with CBS Corp. to be part of DirecTV Now?”
Bentley’s response: “They went out with CBS All Access and wanted to go direct to consumer on their own and hold back a lot of those VOD rights. They have the notion of a much higher price point they want for the service to go over-the-top.”
The AT&T executive added: “I think at the end of the day consumers don’t want to deal with multiple [services]. I think when they [CBS] see this product, they are going to realize that they want to be part of it, and we would love to have them. I suspect something gets done.”
AT&T also unveiled the eagerly anticipated pricing structure for DirecTV Now, as we reported separately, while also discussing exclusive content deals with Taylor Swift and Reese Witherspoon.