Lee Bragg ,CEO of Eastlink, at his corporate office in Halifax, November 20, 2012 . Eastlink unveiled an app Thursday that will allow users to stream live television and on-demand content on smartphones, tablets and computers.PAUL DARROW/The Globe and Mail
Halifax-based cable provider Eastlink unveiled an app Thursday that will allow users to stream live television and on-demand content on smartphones, tablets and computers.
The app, called Eastlink Stream, was developed in collaboration with tech giant Cisco using its service provider video software.
Dan MacDonald, Eastlink's vice-president of marketing, said what makes the product different from similar applications is the user's ability to call up additional apps through swiping with a single finger to watch or gain access to content. He said the idea is to eliminate navigating between TV websites and different apps.
"This functionality of swiping is very unique," said Mr. MacDonald. "Most applications in this category you have to do multiple clicks and a bit of a clunky experience to get what you are looking for."
Mr. MacDonald said the application is intuitive and easy to use and will give the company's users direct access to what is "portable television."
He says the offering is essential for the company, given that 72 per cent of all of its network's Internet traffic involves some type of video.
Eastlink chief executive officer Lee Bragg said the technology is about keeping up with consumer's habits and demands.
"We know that consumers are watching more video than ever before," Mr. Bragg said. "Discovering and subscribing to that content across numerous platforms has become time consuming and very expensive."
The company said the app is immediately available to all subscribers who have cable packages above basic service at no extra cost to their bill.
Eastlink serves customers in Atlantic Canada and parts of Ontario, Alberta and British Columbia.