NBCUniversal to Launch Reality TV Streaming Service in U.K., Ireland, Australia

Keeping Up With the Kardashians 2011
E! Entertainment

Among the shows on Hayu, set to debut in March, are 'Keeping Up with the Kardashians,' its spinoffs and 'The Real Housewives.'

NBCUniversal International on Thursday said that it would in March launch Hayu, a subscription VOD service focused on reality TV shows.

The company called it "the first all-reality service of its kind — curated and fully integrated with social media," saying it would launch in the U.K., Ireland and Australia on various devices, including mobile phones, tablets, laptops and connected TVs.

The service will cost £3.99 ($5.75)/€4.99 (5.65)/A$5.99 ($4.20) for a monthly rolling subscription. The monthly, no-contract fee begins with a free one-month trial.

Among the shows on the service are Keeping Up with the Kardashians and its spinoffs, 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 (U.K. and Ireland) and Don’t Tell the Bride (U.K. and Ireland).

"Targeting the broad base of viewers who are fans of the reality genre, Hayu combines a truly unique user experience with the best in over-the-top technology," the company said. "The streaming service will include a free one-month trial for over 3,000 episodes of reality content. New episodes will be added to the service every single week, the majority of which will debut on the same day as they premiere in the U.S., with 500+ episodes added to the service each year. The exciting collection of box sets means that fans of unscripted content can catch up on their favorite series from the beginning. Additionally, a host of series never seen before in the U.K., Ireland and Australia will be available via full box sets."

Said Kevin MacLellan, chairman, NBCUniversal International: "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."

He added: "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."