Las Vegas: New streaming service Quibi on Wednesday provided a glimpse into its bid to win over smartphone users, vowing to shake up the industry with original programs lasting less than 10 minutes.
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Quibi founder Jeffrey Katzenberg said it was designed for young lifestyles, offering episodes to be viewed while in a queue or on a break at work.
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“We aim to give you big stories in quick bites,” Katzenberg said at the Consumer Electronics Show in Las Vegas.
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He billed Quibi — which launches in April — as a television transformation, taking advantage of smartphone features such as location, time of day, and pivoting from landscape to portrait screens.
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Katzenberg said all Quibi content — from comedies to documentaries, sports and news — was original and being produced “by the biggest names in Hollywood.”
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Created by Katzenberg, a longtime Disney executive and co-founder of DreamWorks SKG, the app drew inspiration from Dan Brown’s “The Da Vinci Code,” which has more than 100 chapters averaging just five pages each.
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The idea behind the innovative service that has the entertainment world abuzz is to attract younger viewers who are always on the move.
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Major studios have pledged $1 billion in funding for the service, which has already attracted Hollywood names such as Steven Spielberg, Guillermo Del Toro and Jennifer Lopez.
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Quibi joins Disney+, HBO Max (AT&T), Peacock (Comcast) and Apple TV+ among the players in a streaming war as Americans increasingly become “cord-cutters” — giving up expensive, often inflexible cable packages for a more a la carte online experience.
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Rivals also include titans Netflix and Amazon Prime, which spend billions of dollars annually on original shows.
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Google-owned YouTube also battles for the attention of video-seeking smartphone users.
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Quibi boasts Google as a partner, saying it relies on the internet giant’s cloud computing power, and Google’s Pixel phones are being tuned to stream its shows.
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Quibi launches on April 6 and will charge $5 monthly for subscriptions that will include ads and $8 monthly for an ad-free version.
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