EastEnders On Demand

By Larry Jaffee

BETHESDA, MD-EastEnders fanatics in the U.S. will be able to watch the show the same time as their U.K. counterparts, thanks to a new video-on-demand service being launched in early 2002 by BBC America.

Currently BBC America runs the show two weeks after its U.K. run. The service initially will be available only to subscribers of digital cable service.

Potential subscribers to BBC America On Demand will have the opportunity to sneak peak all four weekly episodes of EastEnders, commercial-free, in advance of regular BBC America viewers. Two pricing models will be tested-single episode and monthly subscription.

EastEnders is the first of the BBC's rich programming library to be tested with this new service.

"We know that EastEnders has many avid fans in the U.S. who are keen to watch the show as soon as possible," said Paul Lee, BBC America chief operating officer. "Video On Demand does not have to be limited to hit movies and mass audience weekly series. We believe there is huge potential for us to reinforce our viewers' relationship with our brand by bringing them a whole catalogue of programs and premieres on demand as a seamless extension of BBC America."

"The BBC has one of the richest programming libraries in the world, and this is the first in a series of ventures that will bring the best of British comedy and drama to U.S. audiences in a select and view environment," commented Mark Young, BBC Worldwide Americas president and CEO.

BBC America (www.bbcamerica.com) is available on cable systemsthroughout the U.S. and on DirecTV and Dish Network.

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