Lattelecom takes on Netflix with OTT launch

Telia-owned Latvian telco Lattelecom has launched a new OTT multiscreen entertainment platform, Shortcut.lv, which it says will offer a mix of series, movies and TV channel content as well coverage of live events.

Shortcut users will be able to watch about 50 TV channels live along with Shortcut Films and Premiere, offering on-demand content. International content will be available in the original language with Latvian and Russian subtitles while kids content will be available with a Latvian voiceover.

Content on the platform will also include pop-up TV channels covering events such as the Positivus music festival via the 360TV Positivus Shortcut service from July 15-17, and the Latvian World Rallycross Champioinship in Rīga and Biķernieki in October.

Lattelecom corproate development director Kerli Gabriloviča said that Shortcut would be available on iOS and Android mobile phones and tablets, PCs and Apple TV devices. Availability via Smart TV apps, Android TV, Chromecast and game consoles will follow.

Shortcut.lv will offer a number of option. Shortcut TV and Shortcut Films are available for €6 (US$6.60) a month, while the pair together are available for €10. Shortcut Premiere offers on-demand movies for €3.60, while 360 Play, offering content from Lattelecom’s existing 360TV pop-up channels and the best of YouTube, is free.

Lattelecom said it planned to offer an international version of the service if it can secure the necessary rights.

Netflix already operates in Latvia, though various executives at the recent NATPE Europe event in Hungary claimed the global streaming service was struggling to make an impression in central and eastern Europe.