Telecommunications giant MTN on Thursday showcased its video-on-demand (VoD) offering over its long-term evolution network, demonstrating the potential for consumers to use mobile broadband for the consumption of high-bandwidth media.

Speaking at the group’s Roodepoort-based headquarters, MTN South Africa chief marketing officer Larry Annetts introduced MTN’s latest subscription-based digital entertainment service aimed at those wanting to watch videos on the go.

FrontRow offered a catalogue of selected movies, in a manner similar to Netflix, which was not yet available in South Africa, and the opportunity to rent the latest blockbusters for 48 hours at a competitive price.

The VoD service, which Annetts hoped would become as popular as MTN’s music distribution product, was not network restricted; however, MTN subscribers would gain access at reduced data rates when streaming the high-bandwidth service.

FrontRow could be accessed for R179 a month, or R399 a month inclusive of a 10 GB data bundle for streaming and viewing.

However, the group would run a promotion until the end of March, offering the service, inclusive of 10 GB of data, for R179 a month.

The platform application was available for download from Google Apps and MTN’s own app store for tablets or smartphones, and was accessible through a portal for viewing on computers or laptops.

A soft pilot launch, in December, had ironed out the “bugs”, such as subscription methods and usability in terms of registration.

MTN had inked agreements with six large US-based production studios, namely Disney, Warner Brothers, Sony, Fox, Stars and Paramount Studios, for access to the latest and best selling content. It had also signed deals with independent studios in the US and Europe for content.

Access to a music video catalogue, which was refreshed on a monthly basis, was also included.

One subscription would link to five devices, with parental control, allowing multiple users in a household, as well as ease of mobility from computer to tablet or smartphone.

“[This is] a big [part] of our digital journey,” he said, pointing out that, in March, the group would launch another streaming music service aimed at showcasing African musicians.

He said the substantial investment that MTN had made over the years in improving and optimising its network was “paying off”.

MTN would announce further plans for network expansion and capability improvements at a presentation of its 2014 financial results next week.