People who can’t get enough Taylor Swift soon won’t even have to change the channel, as AT&T announced a dedicated, curated video catalog with behind-the-scenes and otherwise exclusive content from the 10-time Grammy winner.
Taylor Swift NOW, introduced as part of the Monday launch event for AT&T’s new streaming video service DirecTV Now, contains themed chapters that provide heretofore unseen looks into the multi-platinum artist’s life, and will receive regular updates with new content for special events.
The offering will debut “in a few quick weeks” on DirecTV Now as well as AT&T’s existing DirecTV and U-Verse traditional TV products, AT&T Entertainment Group Executive Vice President of Marketing Brad Bentley said at the event.
Subscribers to those services can stream the new channel via their mobile apps. AT&T wireless customers can do so without it counting against their data plans — a perk available to all DirecTV NOW customers who also get their cell phone service through AT&T.
“You can enjoy all of her unique, never before-seen content, and she’s giving commentary on top of it — only on AT&T,” Bentley said when presenting a video teaser of the product at the event.
Last month, AT&T signed Swift to an “exclusive multi-year, multi-faceted deal,” which includes Swift’s performance at DirecTV’s Super Saturday Night concert in Houston the night before the Super Bowl in February. Taylor Swift NOW is part of that arrangement, and portions of the concert will eventually be available on the new channel.