Bell’s ‘Project Latte’ Streaming Service Name Revealed as ‘Crave TV’

Bell’s upcoming streaming service codenamed ‘Project Latte’ is set to debut as ‘Crave TV’, as revealed in a series of new trademarks registered by a company executive under a numbered corporation, reports Bloomberg:

A numbered corporation registered to a BCE executive, Maria Margiotta, took out trademarks on names including Crave TV, Crave Movies, Crave Sports, Crave News and Crave Kids in October. The trademarks are for “subscription video on demand” services, according to the filings.

Margiotta was reached by phone by Bloomberg and mentioned she was involved with the trademarks but declined to comment on them.

Later in the day yesterday, the company officially revealed the name later in an interview in the Globe and Mail by Bell Media president Kevin Crull, who said “We want the consumer to have a TV subscription,” so they can subscribe to the Crave TV service.

The company has informed media of a December 3 webcast to showcase final details of its streaming TV project. Today, the company revealed its ‘first-look strategy’ for the service, detailing how episodes of original Canadian series premieres will be shown 24 hours in advance of their network TV debuts.

Last month, Bell announced ‘Project Latte’ would be available to Telus customers as part of a distribution partnership, with plans to expand to all TV providers. The service looks to rival offerings from Rogers and Shaw known as shomi, plus grab some Netflix subscribers along the way.

Thanks Dave