Under threat by several new TV streaming services, Foxtel has called-on Absolutely Fabulous star Joanna Lumley to lift the pay-TV service’s profile.
The much-loved English actress stars in a multi-platform promotional campaign in which she appears as characters from Foxtel’s range of local and international dramas.
Lumley’s tongue-in-cheek characters are drawn from shows such as music drama Nashville, Aussie series Wentworth, political satire Veep, and HBO’s hit Game of Thrones.
Foxtel’s sales and marketing director Ed Smith said they wanted Lumley as the vehicle to highlight the rich offerings the subscription service is offering at this time of year.
Among their biggest shows is mega hit Game Of Thrones which returned on Monday.
Netflix launched last month in Australia and has a range of exclusive content, including House of Cards and Daredevil.
Another streaming service Stan, owned by Fairfax and the Nine Network and launched in 2015, also has new and exclusive shows, including Breaking Bad spin-off, Better Call Saul.