Proximus Pickx

Proximus Pickx is the television and entertainment platform operated by Belgian telecommunications group Proximus. The service was launched in summer 2005 under the Belgacom TV name, later became Proximus TV in September 2014, and subsequently adopted the Pickx identity. It combines a managed digital television service with video-on-demand, replay television, premium sports, thematic channel packages, radio, and access to selected third-party streaming services. Unlike traditional cable distribution, the platform was designed as an IPTV service delivered over Proximus's fixed broadband network. Its early technical foundation used ADSL and later ADSL2+, while the company's network modernization introduced fiber closer to homes and VDSL2 connections from street cabinets. The migration from MPEG-2 to MPEG-4 AVC compression and the expansion of broadband capacity enabled high-definition programming for a growing proportion of Belgian households. Because the service is delivered through a telecommunications network rather than a municipality-specific cable system, its theoretical reach extends across Belgium wherever the required Proximus network access is available. Sports rights were central to the service's original commercial strategy. In May 2005, shortly before launch, Belgacom acquired rights to Belgium's Jupiler Pro League and created the Belgacom 11 channel to use premium football as a subscriber-acquisition tool. The sports portfolio later expanded to include selected UEFA Champions League, English, Spanish and Portuguese football, as well as other sports content. The service also carried Belgian public and commercial broadcasters, international news and general-interest channels, children's programming, documentary and lifestyle packages, premium movie services, and adult programming. The platform developed beyond linear television. Catch-up services branded TV Replay and TV Replay+ allowed customers to watch selected recently broadcast programs. Video-on-demand offerings included movie and series catalogs, specialized cinema packages, children's content and sports programming. Netflix was made available through the set-top-box interface in December 2014, and Disney+ was added to the interface in September 2020. Earlier interactive features included mapping, sports information and educational applications, while recommendation and search functions used technology supplied by Jinni to create personalized content discovery channels. Historically, access generally required a Proximus television subscription bundled with internet and/or telephone service, together with a rented or purchased HD IPTV set-top box. Supported hardware included Cisco and Scientific-Atlanta devices during the mid-2010s. The service also offered TV Everywhere functionality, allowing eligible customers to view a selection of channels and replay content on computers, smartphones and tablets. Proximus Pickx remains a Belgian-focused entertainment brand within Proximus's broader fixed-line, mobile and broadband ecosystem. Its role is to increase the value of bundled connectivity by combining television distribution, premium content, on-demand services and multiscreen access. Subscriber figures cited for earlier phases show substantial scale: the service had approximately 1.412 million subscribers at the end of March 2013, while Proximus reported 1.288 million television households and 1.593 million subscriptions when additional set-top boxes were counted at the end of 2014.

Proximus Pickx originated as Belgacom TV, the IPTV service launched by Belgacom Group in Belgium during summer 2005. Its introduction was part of Belgacom's effort to extend its telecommunications business into bundled television and to use its fixed broadband network as an alternative to cable distribution. The service was delivered initially through ADSL and later through ADSL2+, with subsequent network improvements using fiber deployment to street cabinets and VDSL2 connections to homes. As network capacity increased, the platform moved from MPEG-2 toward MPEG-4 AVC compression, helping it provide high-definition television to a broader share of its addressable market. Sports programming was an important part of the launch strategy. On 9 May 2005, shortly before the service went live, Belgacom acquired rights to the Jupiler Pro League. It established Belgacom 11 to carry the competition and attract customers to the new television platform. The service later offered additional football properties, including selected UEFA Champions League matches, English League Cup programming, Spanish league and Copa del Rey coverage, and Portuguese football. In 2009, the platform lost rights to preseason matches involving Standard Liège and Anderlecht. The episode illustrated the competitive and fragmented nature of Belgian sports-rights negotiations, although Belgacom maintained that its subscriber base was sufficient to operate without those particular rights. The content range expanded beyond sports and basic television. In December 2006, French-language Disney services were added in Brussels and Wallonia after substantial customer demand. The channel portfolio included Belgian public, regional and commercial broadcasters, international news, European free-to-air channels, thematic packages, premium movie services, radio stations and pay-per-view sports. Catch-up services known as TV Replay and TV Replay+ gave viewers access to selected recently broadcast programs. Video-on-demand products included movie and series catalogs, children's programming, independent and European cinema, Hollywood releases, sports and adult content. The platform also developed interactive and personalized functions. Applications added in December 2012 included map-based information, sports news and statistics, and educational storytelling from Chocolapps in French, Dutch, German and English. Jinni technology was used for content discovery, including personalized taste channels and search for currently available programs likely to suit a viewer. The system was designed around a PVR-capable HD IPTV set-top box; mid-2010s supported devices included equipment from Cisco and Scientific-Atlanta. Distribution disputes occasionally affected the channel lineup. ARD and ZDF were removed on 14 March 2013, provoking criticism from Belgium's German-speaking community and a petition. The channels returned after a new agreement was reached in February 2014. The service itself underwent a major brand transition in September 2014, when Belgacom TV became Proximus TV. Netflix was integrated into the set-top-box menu in December of that year, reflecting the shift from a conventional IPTV channel bundle toward an aggregated digital entertainment interface. Disney+ followed in September 2020. The service reached significant scale during the Belgacom and early Proximus TV periods. Coverage was reported at 86.6% of Belgian households in December 2008, with high-definition availability reaching 64%. At the end of March 2013, the service had approximately 1.412 million subscribers, including dual-stream customers. At the end of 2014, the television customer base comprised 1.288 million households, or 1.593 million subscriptions when multiple set-top boxes were included. The later Pickx identity represents the continuation of this television, video-on-demand and multiscreen proposition within Proximus's broader Belgian connectivity business.

1. 2020Disney+ integrated

   Disney+ was added to the set-top-box interface in September.

   Source
2. 2014Belgacom TV became Proximus TV

   The service was renamed Proximus TV in September during the Belgacom-to-Proximus brand transition.

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3. 2014Netflix integrated

   Netflix became available from the service's set-top-box menu in December.

   Source
4. 2013Subscriber base exceeded 1.4 million

   At the end of March, reported subscribers totaled approximately 1.412 million, including dual-stream subscriptions.

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5. 2012Interactive applications introduced

   The platform added map, sports-information and educational applications.

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6. 2008Broad national coverage reported

   Reported coverage reached 86.6% of Belgian households, with high-definition television available to 64%.

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7. 2006French Disney services added

   Disney Channel and associated children's channels were introduced in Brussels and Wallonia.

   Source
8. 2005Belgacom TV launched

   Belgacom launched its IPTV television service in Belgium during summer 2005.

   Source
9. 2005Jupiler Pro League rights acquired

   Belgacom secured Belgian top-flight football rights and created Belgacom 11 as a sports channel supporting the television launch.

   Source

A bundled Belgian IPTV and digital entertainment platform that combines broadband-delivered television, premium sports, replay, on-demand content and access to selected streaming services.

• IPTV television servicePay television2005

  The core service delivers linear television over Proximus's fixed broadband network. It historically used ADSL and ADSL2+, later supported by fiber-to-the-cabinet and VDSL2 upgrades. The platform supports Belgian public and commercial channels, international channels, thematic packages and premium programming through an IPTV set-top box.

• Pickx SportsSports television2005

  The sports offering developed from Belgacom 11, created around Belgian Jupiler Pro League rights acquired before the original service launch. It has included Belgian football and selected international competitions, with packages and multi-live options for premium sports subscribers.

• TV Replay and TV Replay+Catch-up television

  These services extend the linear channel proposition by allowing customers to view selected recently broadcast programs. Availability has varied by channel and subscription package and has included content from Belgian public, commercial and Proximus channels.

• Movies & Series PassVideo on demand

  A subscription video-on-demand offering providing access to a catalog of movies and series through the television platform. The wider on-demand portfolio has also included Hollywood releases, independent and European cinema, children's programming and other premium content.

• Kids PassChildren's video on demand

  A child-oriented on-demand package designed around a large catalog of children's movies and series in a controlled, family-friendly viewing environment.

• TV EverywhereMultiscreen television

  Known in French as TV Partout and in Dutch as TV Overal, the service allows eligible customers to watch a selection of television channels and replay content on computers, smartphones and tablets. Access has been linked to qualifying Proximus broadband or television packages.

• Streaming-service integrationsAggregated digital entertainment2014

  The set-top-box interface has been used to aggregate third-party streaming services. Netflix was added in 2014 and Disney+ in 2020, making the platform a gateway to both operator-supplied and external on-demand content.

• 2020Integrate Disney+ into the television interfaceProduct launch

  Customers increasingly expected major streaming services to be accessible through the television operator's main interface.

  What changed. Disney+ was added to the set-top-box menu in September 2020.

  Aftermath. The service continued its role as a consolidated access point for television, video-on-demand and external streaming services.

  Source
• 2014Rebrand the television service as Proximus TVStrategy

  Belgacom was consolidating its consumer-facing activities under the Proximus identity.

  What changed. Belgacom TV was renamed Proximus TV in September 2014.

  Aftermath. The television product became more closely associated with the Proximus telecommunications brand and later adopted the Pickx identity.

  Source
• 2014Integrate Netflix into the television interfaceProduct launch

  The growth of subscription streaming was changing how customers discovered and consumed television and film content.

  What changed. Netflix was made accessible from the service's set-top-box menu in December 2014.

  Aftermath. The platform expanded from an IPTV channel distributor toward an aggregator of operator and third-party digital entertainment.

  Source
• 2005Launch an IPTV television platformProduct launch

  Belgacom sought to extend its telecommunications offering into television and use its broadband network to compete with established cable distributors.

  What changed. The group launched Belgacom TV over ADSL-based infrastructure and paired the service with a new premium sports channel.

  Aftermath. The service became a major component of Belgacom's bundled connectivity proposition and later evolved into Proximus TV and Pickx.

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• 2005Use Belgian football rights as a subscriber-acquisition strategyOther

  Premium sports content was viewed as a way to differentiate a new IPTV service and attract customers to broadband bundles.

  What changed. Belgacom acquired Jupiler Pro League rights and created Belgacom 11 to distribute the matches.

  Aftermath. Sports became a recurring part of the platform's premium-content strategy, although individual rights later changed.

  Source

• 2020Disney+ added to the set-top-box interface

  Disney+ was made available through the platform's set-top-box menu.

  Product launch
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• 2014ARD and ZDF restored after new agreement

  A new distribution agreement resulted in the return of ARD and ZDF to the platform.

  Other
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• 2014Belgacom TV renamed Proximus TV

  The television service adopted the Proximus TV name as part of the broader transition from the Belgacom brand to Proximus.

  Other
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• 2014Netflix added to the set-top-box menu

  Netflix became accessible from the service's set-top-box interface.

  Product launch
  Source
• 2013ARD and ZDF temporarily removed

  German public-service channels ARD and ZDF were removed from the service, leading to criticism and a petition from members of Belgium's German-speaking community.

  Other
  Source
• 2012Interactive applications added to Belgacom TV

  The platform introduced applications including maps, sports information and statistics, and multilingual educational storytelling.

  Product launch
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• 2009Belgacom TV loses selected football rights

  The service lost rights to preseason matches involving Standard Liège and Anderlecht, prompting discussion about the economics and geographic reach of Belgian football broadcasting.

  Other
  Source
• 2006French Disney channels added to the platform

  Disney Channel and related children's channels were added in Brussels and Wallonia following customer demand.

  Product launch
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• 2005Belgacom acquires Belgian football rights ahead of television launch

  Belgacom Group acquired rights to the Jupiler Pro League shortly before launching Belgacom TV and created Belgacom 11 as a dedicated sports channel.

  Product launchOther
  Source
• 2005Belgacom TV launches in Belgium

  Belgacom introduced its IPTV television service over its broadband network during summer 2005.

  Product launch
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1. Proximus Pickx
2. Proximus television service website