The Carnival Corporation cruise line is increasingly interested in entertainment. After creating his own channel with four original series for network and cable TV, he created his own streaming TV channel for these shows and two new streaming series.
Starting September 28, guests aboard 60 of the company’s 103 ships will be able to access the canal, called OceanView, from their rooms. On earth, people can watch the channel on Amazon Fire TV, Apple TV, and Roku. By the end of October, content will be available on the company’s Ocean.com website. Carnival, with nine brands including Carnival Cruise Line, Princess Cruises and Holland America Line, is promoting the new channel on digital billboards in Times Square on September 28.
The new channel is part of the company’s broader strategy to increase awareness and demand for cruise vacations, said Kathy Tan Mayor, SVP and Marketing Director of Carnival Cruise Line, after a panel at the Skift Global Forum in New York. York, noting that only a quarter of Americans have taken a cruise.
“When you think of a vacation cruise, which has a long buying cycle but is also an infrequent purchase, we need something we can do on a regular basis to keep people engaged and the brand in mind,” she declared.
Along with the shows, the company will use the channel to promote its cruise lines with videos on new ship christening ceremonies, ship designs and their attractions such as fine dining.
The channel is the company’s latest digital entertainment initiative. On September 25, Carnival announced new PlayOcean mobile app games for vacationers. At CES last January, Carnival presented four original series that will air on national networks. All 80 episodes of these shows are added to OceanView to increase their reach.
Joining those past shows are two new original series that will only live on OceanView, called “Go” and “Local Eyes”. “Go” chronicles the travels of artist and explorer Trek Thunder Kelly, while “Local Eyes” shows the destinations from the locals’ perspective. Each episode is 10 minutes long and ad-free, in order to fuel interest in “snackable content,” according to Carnival. The channel’s six series will bring more than 100 episodes to the OceanView Channel. The brand did not say how much it spent on the channel and its programming.
To raise awareness of the shows beyond its own channel, Carnival is working with media companies, including BuzzFeed, to create and promote future episodes, the mayor said.