Entertain TV answers the needs of future TV generations by providing a single point of access to the endless variety of live and on-demand TV from countless providers, while offering the user plenty of guidance. Entertain TV is unique thanks to its outstanding usability, ease of use, and availability.

Entertain TV is the perfect companion in the new digital entertainment universe. It contains all the diversity of live and on-demand content, and makes it more easily accessible to the customer. It’s a solution that inspires as it entertains, so all content can simply be enjoyed.

To position the product on the market, we developed an end-to-end story for marketing and communication purposes by creating and introducing an overarching product personality.

One of the overarching key challenges we faced in the development of Entertain TV was to make endless content and fragmented touch points easily accessible for any user. The goal was to give the user a feeling of control and convenience that would be consistent and full of contextual information.

We focused on creating a seamless experience that would enable the customer to discover and play the content he needs in specific situations: for example he could restart a TV program after it has already started. He could also catch up on content from the previous seven days, and search content regardless of its format or source.

The platform is a multi device solution, and it must provide a consistent experience on all platforms, including TV, mobile, and web. Therefore, we developed a style guide to catalogue interaction principles, animations, and navigation paradigms. The Entertain TV experience always conveys Deutsche Telekom’s brand values ‘innovation, competence and simplicity’.