AT & T will start selling online pay television – FORTUNE

NEW YORK (CNNMoney) – AT & T will go “one step further” within television.

In the fourth quarter of 2016, AT & T will start selling cable TV packages to people around the country through a new application.

Subscribers will not need to have a wireless phone from AT & T or broadband connection of AT & T in your home.

This new service will be like Netflix, as you go down the application, will record the number of credit card and begin to see a TV via streaming .

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“It is a service provided by the Internet service,” said the CEO of AT & ; T Entertainment Group, John Stankey, in a telephone interview.

The possible ramifications are far-reaching. The new service, which will have the DirecTV brand but will not need an apparatus as currently used by the company, will create a new competition in the television industry.

AT & T said it will sell its satellite service through DirecTV and TV service fiber optic through U-verse.

But this service is a big step in the industry. One of the small rivals AT & T, Dish Network, and sells service streaming like called Sling TV.

Stankey said his service DirecTV Now will be different: although Sling TV is a “light duty” with just a dozen channels, this service is assimilated to the hundreds of channels that most people get with their current service in homes.

So, what’s new? Because DirecTV Now promises to make television more portable and convenient cable, a direct competition to Netflix again.

AT & T said it will solve the problems facing the viewers, as the requirement to register with the web services and applications to access the cable subscription.

Now DirecTV service will aim to offer the subscriber a guide of live programming on your mobile device, in the same way they can currently be seen on TV from home or office.

In addition, another feature of the new product, DirecTV Mobile, will be oriented programming on demand, similar to Netflix and Hulu, which is a big change for the industry.

A third offer, DirecTV Preview not require any subscription. It is a free application with a smaller selection of programs, perhaps with the intention to persuade people to pay for larger packages.

Another big change: AT & T reported that these services do not require annual contracts, antennas or boxes for the service.

So even if AT & T are selling a form of cable television, you will not have all the elements of pay television, as a visit from a technician to install the service.

Of course, AT & T still wants people to subscribe to broadband service, which requires a visit to install it.

And of course, AT & T will continue to encourage people to buy a television service, broadband and wireless all in one.

“We will be offering a more compelling value in terms of price, if you hire all products” Stankey said.

Stankey said that AT & T is in talks with television owners to ensure that they have all rights necessary to enable them to offer the DirecTV Now service.

“Obviously, we are already well advanced in the process of launching the service, so we are confident that we will succeed,” said the executive, adding that this new product is a “win-win” the industry.