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NBCUniversal Launches Reality Streaming Service Hayu in U.K., Ireland, Australia

NBCUniversal Intl. has launched Hayu — its next generation, subscription video-on-demand reality service. Hayu, which NBCU claimed is the first all-reality service of its kind, is curated and fully integrated with social media. It will launch in March in the U.K., Ireland and Australia on a full array of devices (mobile, tablet, laptop and connected TV) at http://www.hayu.com.

The streaming service will include a free one-month trial for more than 3,000 episodes of reality content. New episodes will be added to the service every week, the majority of which will debut on the same day as they premiere in the U.S., with 500-plus episodes added to the service each year. A host of series never seen before in the U.K., Ireland and Australia will be available via full box sets.

The shows featured will include “Keeping Up with the Kardashians” and its spin-offs, along with “The Real Housewives,” “Million Dollar Listing” and “Top Chef” franchises, “I Am Cait,” “Made in Chelsea,” “Flipping Out,” “Shahs of Sunset,” “The Millionaire Matchmaker,” “RuPaul’s Drag Race” (in the U.K. and Ireland) and “Don’t Tell the Bride” (U.K. and Ireland).

Kevin MacLellan, chairman of NBCUniversal Intl., commented: “NBCUniversal’s expertise as the foremost producer of reality programming — along with the obvious popularity of the genre — was the trigger for launching Hayu. We know that reality content is a primary driver of social interaction and that fans of reality TV significantly over-index in online viewing. We set out to build a service that elegantly combines the best high-end reality shows with the most popular social media and digital news platforms. Uniquely in Hayu, fans can find it all in one place.”

The monthly, no-contract fee to access the full range of content is priced at £3.99 ($5.77) in the U.K., €4.99 ($5.64) in Ireland and A$5.99 ($4.22) in Australia, beginning with a free one-month trial.

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