MUMBAI: It’s been some time that industry pundits predicted the rise and rise of the online viewing and now gradually it seems to be becoming a reality. Considering the growth potential of the sector, the Twenty-First Century Fox (FOXA_) has started the rollout of its “TV Everywhere” app – FXNOW that will bring ad-supported shows to multiple devices for subscribers to supported cable providers.

The app will have programs from FX, FXX and FXM, and will be available to about half of the pay-TV subscribers who receive the channels at home on devices including the iPhone, Android phones, and Xbox One. The app includes shows such as Archer, Chozen, Sons of Anarchy, Justified, Wilfred and The Americans. It will also include episodes of upcoming shows such as The Strain and Fargo.

The Los Angeles-based network made the announcement today. Viewers will also have an access to 45 to 60 movies a month besides the original programming.

Since the app is ad-supported, the company has an advantage as it would also generate revenues. The customers of AT&T's U-verse, Comcast, Cablevision, and Suddenlink are among those that can access the service, while negotiations are still under way to add more Pay-TV operators.

As more and more international companies are realising the business potential of the online-viewing platform, hope the Indian companies come up with more streaming options soon.