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Altice Portugal launches millennials-focused Meo By

Altice Portugal has launched a new à la carte TV service aimed at millennials, Meo By.

Altice Portugal’s launch of Meo By

The launch, which follows Altice’s revamp of its TV user interface a month ago, will provide customers with the ability to cancel or change their package after 30 days. According to Altice, the service is customisable, with subscribers able to choose which channels and content they take on a month-by-month basis. The company is providing loyalty discounts to those who sign up for six, 12 or 24 months.

Consumers will be able to manage their subscriptions directly via the meo.pt website.

Altice describes Meo By as the first all-digital, modular and commitment-free service available in the Portuguese market, with potentially over 16,000 combinations on offer.

Altice will launch a major multimedia marketing campaign to support the launch, including TV, outdoor and online advertising featuring local celebrities singer Carolina Deslandes, footballer Danilo Pereira, celebrity surfer Kikas and YouTuber Windoh. Creative for the campaign was developed by agency Partners and produced by Ministério dos Filmes.

In March, Altice Portugal launched a new UI, Sofia, available to all Meo customers with a MEOBox decoder.