Redbox is launching a free TV streaming service

The DVD rental service Redbox is launching a free live TV streaming service. Redbox Free Live TV did a soft launch on February 18 and is going head to head with the ViacomCBS owned Pluto TV.

Redbox Free Live TV will be ad-supported in hope to create a new advertising stream for the company.

“Our consumers are very value-conscious,” Smith said in an interview. “As we think about meeting their entertainment needs, we think this is a great way to give them additional choices.”

Variety.com is reporting that while the service is called “Live TV”, Redbox does not have any deals with traditional cable or broadcast partners. It is more of a linear streaming service of their movie collection.

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