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Bell Canada – owned by leading Canadian communications service provider BCE Inc. (BCE - Analyst Report) – announced the launch of improved Fibe TV On Demand store.

The new version of the Fibe TV On Demand store comes with features like a fresh poster-style interface along with integrated ratings, detailed reviews and recommendations from Rotten Tomatoes. It also has the new "My Videos" option through which viewers will be allowed to add content according to their wish for future viewing.

Through this brand new offering, Bell will enjoy access to a large collection of On Demand HD programming as well as a wide-ranging selection of the most current movies. Various TV programs and series from popular channels including AMC, CTV, CTV Two, Disney Junior, HBO, HGTV and The Movie Network will also be made available. While most of the content will be free of cost, customers will get movies for $4.99 and above.

New clients for Bell’s Fibe TV will get an immediate access to the new interface, while existing customers will receive the service in phases in January and February.

This action highlights the company’s efforts to renew its TV service with superior features for more comfortable screening. Bell Fibe TV – that offers viewers an industry-leading programming guide and attractive TV applications – is poised to see a rapid growth in the coming days.

Bell management remains optimistic about the performance of its Media segment owing to increase in demand for entertainment among people. Hence, the company is actively involved in making lucrative acquisitions through which it can add more television and radio stations and cater to a larger audience.

We are maintaining our long-term Neutral recommendation on Bell that took over a 75% stake in Maple Leaf Sports & Entertainment Ltd jointly with its major rival Rogers Communications Inc. (RCI - Analyst Report) in August, 2012. Bell retains a Zacks Rank #3, implying a short-term Hold rating.

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