In 2014, AMC, known for its iconic shows, embarked on a journey to launching its own video streaming service.

To achieve this, they needed a suite of TV Everywhere apps tailored not only to its flagship brand but also to its affiliated brands like BBC America, IFC, and others. Their search led them to partner with UIC Digital to bring this vision to life.

A binge-worthy brief

The Walking Dead, Mad Men, Breaking Bad, Better Call Saul; AMC is the American entertainment network behind some of your most binge-watched shows. However, with most of its heritage in creating theatrical features and original series for the big screen, AMC was ready to crack the small screen – realising the huge potential of video streaming.

Video streaming services were just starting to surge in popularity, causing significant disruptions to traditional satellite TV models. Concurrently, consumer behaviour was undergoing a notable shift, with an increasing preference for watching content on tablets and smartphones. This shift was accompanied by a growing trend of viewers either cancelling their satellite TV subscriptions or bypassing them entirely. Amidst this transition, TV Everywhere (TVE) apps held substantial importance. These apps allowed users to log in using their cable provider details, marking the initial steps towards the eventual rise of Subscription Video-On-Demand (SVOD) services.

Over a span of five years, AMC engaged UIC Digital in a collaborative effort to develop a versatile TV Everywhere app ecosystem. This ecosystem was designed to seamlessly function across a multitude of platforms, including iOS, Android, Apple TV, Android TV, Fire TV, Xbox One, and Windows 10. Additionally, AMC enlisted UIC Digital’s expertise in developing a strategy for a premium subscription package, marking the initial stride toward establishing a full-fledged Over-The-Top (OTT) service. This premium package was tailored to offer fans an exclusive, ad-free, and first-look content experience. UIC Digital successfully delivered on this vision, culminating in the launch of AMC+ (formerly known as AMC Premiere).

 

It’s all about method

As we do with every brief, we approached the challenge with a strategic and comprehensive methodology, addressing the requirement for a set of TV Everywhere apps across multiple devices whilst aligning their features to remain efficient and keep spend low.

We began by hosting detailed discussions with stakeholders from each brand platform team at AMC to highlight the individual features and functionalities that each would need to hit their goals. Of course, each device is different – and with that comes a varied set of needs that could turn costly if not properly managed. That is why we consolidated common elements that could be shared across all apps, streamlining the development process, minimising costs and setting a consistent standard.

Knowing that not all apps could look exactly the same, we built in a customisation framework for unique features and functionalities. It balanced device-specific needs with a standardised development structure to maintain a fast pace. But given how diverse the range of platforms are we made sure to approach development in a platform-specific way, working through each to guarantee the best user experience and performance per device.

Crafting AMC’s Multi-Platform Strategy

The biggest challenge was maintaining a consistent user experience across multiple apps, despite each needing different features and design solutions. To the consumer, AMC is one entity and its TV Everywhere ecosystem needed to reflect that entirely.

Layered across all of this, most importantly, was regular collaboration with AMC. We believe client input, constant communication and regular feedback is critical to any project, and it was integral to our success here with AMC. We ran feedback sessions, team updates and made adjustments as we progressed to stay aligned with AMC’s evolving vision.

AMC everywhere

Finally, we launched AMC’s TV Everywhere app ecosystem successfully, across 8+ platforms,  and 4 brands whilst remaining cost-effective. We helped shape the strategy for AMC+ and expanded AMC’s digital footprint, increasing revenue stream opportunities all around. The service is now lauded by fans and used millions of times every day, with hundreds of movies and shows available to watch at the hit of a button.