Taylor Swift announced Monday that she is launching her own TV channel with partner AT&T.


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The new channel, Taylor Swift Now, that will broadcast Swift-related content all day, every day. A press release described it as “a video experience created exclusively by AT&T and Swift that will showcase unique videos, concert performances, behind-the-scenes footage and more from the artist archives.”

The highest-earning female artist has not made any official announcement on her social media yet. However, AT&T has already started to promote the service. “[Taylor Swift] fans have a new destination for unique and never seen videos, #TaylorSwiftNOW – coming soon, only on AT&T,” the company’s Instagram post captioned.

The company says the catalogue of the award-winning 26-year-old singer will be regularly updated and will include “select songs” of forthcoming gigs, claiming to be a “new destination for unique and never-seen videos.”

The channel is said to be debuting “in a few quick weeks,” as part of the company’s new DirecTV Now streaming service, which launched on Wednesday.

In order to get the channel, fans will have to subscribe to a DirecTV Now package, whose prices range from $35/month for around 60 channels to $70/month for more than 120 channels. The country-turned-pop star’s channel will be available alongside traditional cable offerings including HGTV, FX and AMC

Taylor Swift Now seems to be one product to come out of the multiyear promotional deal the songstress signed with AT&T earlier this year. Under that deal, the “Shake It Off” singer will also perform at DirecTV’s pre–Super Bowl concert on Feb. 4, in Houston, Texas.

The company is also producing a video-on-demand channel for actress Reese Witherspoon – named Hello Sunshine! – which is dealing with female-driven stories.

“We’re thrilled to reach a deal to bring Taylor and her unique talents to her fans and our customers in new and exclusive ways,” John Stankey, CEO of AT&T Entertainment Group, said. “We’re extending our entertainment portfolio for those who value premium content but also want more TV freedom suited for their lifestyle, whether watching at home or on their mobile devices.”

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