Play More

Play More is a Belgian premium television service operated by Telenet, the Belgian telecommunications company within Liberty Global. The service is distributed through Telenet's television platform and Yelo Play service, and combines linear specialty channels with subscription video-on-demand access. Its programming centers on films, series, action, horror, fantasy, family entertainment and other premium content, including Belgian and international productions and television premieres. The service originated in the earlier Prime premium television offering. Prime launched on 3 September 2005 alongside its sports sister service, initially replacing the Canal+ Flanders television channels. The original package consisted of five channels and a time-shifted version of the main movie channel. The channels were positioned as a paid premium tier available through Telenet rather than as broadly distributed free-to-air services. A major repositioning took place on 13 December 2016, when Prime was renamed Play More. The relaunch added a subscription video-on-demand component and introduced Play More Black, a channel focused on horror and more adult-oriented late-evening programming. The rebrand aligned the service with Telenet's wider Play naming system and emphasized a combined linear and on-demand entertainment proposition. The channel portfolio was subsequently consolidated. In January 2019, Play More Cinema and Play More Series were merged, while Play More Relax and Play More Select were combined. In June 2020, the Relax/Select offering was closed and folded into Play More Kicks, concentrating the package around a smaller number of more clearly differentiated channels. On 28 January 2021, all three remaining channels adopted the simpler Play naming convention and received updated on-air branding. Play More's principal movie service, Play More Cinema, schedules a film premiere each day at 21:00, a major blockbuster on Saturdays and a children's film on Wednesday afternoons. Play More Kicks focuses on suspense, action, horror and fantasy. Play More Black, introduced in 2016, broadcasts from the evening and specializes in horror films and late-night programming with erotic themes. The service is part of Telenet's Belgian pay-TV ecosystem and is not the same entity as unrelated brands using the name Playmore in other industries or countries.

Play More developed from Prime, a Belgian premium television service launched by Telenet on 3 September 2005. Prime was introduced with its sports sister service, initially known as Prime Sport, after the replacement of the Canal+ Flanders television channels. The launch package contained five channels and a time-shifted version of the principal movie channel. Its programming was built around premium films and other paid television content, including Belgian and international productions and television premieres. The service remained closely associated with Telenet's distribution infrastructure. It was made available through Telenet television and, later, through the operator's Yelo Play platform. This distribution model positioned Prime as a subscription add-on rather than a standalone, broadly distributed broadcaster. In March 2015, the channels moved to exclusive HD broadcasting. At the same time, the time-shifted PRIME Star +1 service was discontinued. On 13 December 2016, Telenet carried out the central rebrand that transformed Prime into Play More. The new identity was accompanied by a subscription video-on-demand service and the launch of Play More Black. The latter expanded the portfolio with a channel dedicated to horror films and late-evening programming with erotic elements. The rebrand connected the premium movie proposition to Telenet's broader Play family, which also included the separate sports-oriented Play Sports service. The portfolio was reduced and reorganized over the following years. On 1 January 2019, Play More Cinema and Play More Series were merged, bringing the principal film and series propositions together. Play More Relax and Play More Select were also combined. On 1 June 2020, the Relax/Select service was closed and incorporated into Play More Kicks, leaving a more concentrated lineup built around cinema, action-oriented entertainment and the Black channel. On 28 January 2021, the three remaining channels were renamed using the shorter Play naming system and received a new on-air visual identity. The evolution reflects Telenet's effort to simplify its premium entertainment portfolio while retaining both linear channels and on-demand access. Play More is therefore best understood as a Belgian pay-TV and streaming package operated by Telenet, not as a Thai food brand or as an unrelated international business using the Playmore name.

• 2021

  Channels rebranded under Play

  [1]Play Moreen.wikipedia.org

  On 28 January, all three channels adopted Play-based names and introduced updated on-air branding.

• 2020

  Play More Kicks absorbs Relax and Select

  [1]Play Moreen.wikipedia.org

  The Play More Relax/Select service was closed and merged into Play More Kicks.

• 2019

  Channel mergers

  [1]Play Moreen.wikipedia.org

  Play More Cinema merged with Play More Series, and Play More Relax merged with Play More Select.

• 2016

  Prime becomes Play More

  [1]Play Moreen.wikipedia.org

  The Prime service was rebranded Play More on 13 December, adding subscription video-on-demand and the new Play More Black channel.

• 2015

  Prime channels move to HD-only distribution

  [1]Play Moreen.wikipedia.org

  From March 2015, the channels were broadcast exclusively in HD and the PRIME Star +1 time-shift service was discontinued.

• 2005

  Prime launches in Belgium

  [1]Play Moreen.wikipedia.org

  Telenet launched Prime on 3 September 2005 with five channels and a time-shifted main-channel version, replacing the Canal+ Flanders television channels.

A Belgian premium entertainment package combining curated movie and specialty television channels with subscription video-on-demand access through Telenet.

• Premium movie channel

  Play More Cinema

  The principal movie channel in the Play More package. Its schedule includes a television premiere each day at 21:00, a blockbuster on Saturday evenings and a children's film on Wednesday afternoons. It originated as PRIME Star and later merged with Play More Series in 2019.

• Specialty entertainment channel

  Play More Kicks

  A channel centered on suspense, action, horror and fantasy programming. It originated as PRIME Action and later absorbed the programming of Play More Relax and Play More Select when those services were closed in 2020.

• Horror and late-night entertainment channel · 2016

  Play More Black

  Introduced with the 2016 Play More relaunch, this channel broadcasts from the evening and focuses on horror films together with late-night programming containing erotic themes. Its schedule was moved to an earlier 19:00 start from 2019.

• Subscription video-on-demand service · 2016

  Play More subscription video-on-demand

  The on-demand component introduced when Prime was rebranded Play More in December 2016. It complements the linear premium channels and is distributed through Telenet's television ecosystem and Yelo Play service.

• 2021

  Adopt the Play channel naming systemOther

  Background

  Telenet continued aligning its entertainment channels with the shorter Play brand identity.

  Action taken

  On 28 January 2021, all three channels were rebranded under the Play name and given new on-air imaging.

  Aftermath

  The portfolio received a more unified visual and naming identity.

  Source

• 2020

  Fold Relax and Select into KicksStrategy

  Background

  Telenet continued simplifying the Play More channel structure after the 2019 mergers.

  Action taken

  Play More Relax and Select were closed on 1 June 2020 and merged into Play More Kicks.

  Aftermath

  The remaining offering was organized around cinema, action-oriented programming and Play More Black.

  Source

• 2019

  Consolidate the channel portfolioStrategy

  Background

  The Play More lineup contained several overlapping or narrowly differentiated specialty channels.

  Action taken

  Play More Cinema was merged with Play More Series, while Play More Relax was merged with Play More Select.

  Aftermath

  The service moved toward a smaller and more concentrated channel portfolio.

  Source

• 2016

  Rebrand Prime as Play MoreStrategy

  Background

  Telenet sought to reposition its established Prime premium television service within the broader Play brand family and expand beyond linear channel distribution.

  Action taken

  The Prime name was replaced with Play More on 13 December 2016, alongside the introduction of subscription video-on-demand and Play More Black.

  Aftermath

  The service continued as Telenet's premium film and entertainment package, with later channel mergers and further naming simplification.

  Source

• 2021

  Play More channels adopted Play branding[1]Play Moreen.wikipedia.org

  Campaign · Other

  The remaining channels were renamed under the Play brand and received refreshed on-air visual identities.

• 2020

  Play More Relax and Select folded into Play More Kicks[1]Play Moreen.wikipedia.org

  Other

  The Relax and Select services were closed and their programming was integrated into Play More Kicks.

• 2019

  Play More channel portfolio consolidated[1]Play Moreen.wikipedia.org

  Other

  Play More Cinema merged with Play More Series, while Play More Relax merged with Play More Select as Telenet streamlined the premium channel package.

• 2016

  Prime rebranded as Play More[1]Play Moreen.wikipedia.org

  Other · Product launch

  Telenet renamed its Prime premium television service Play More, added a subscription video-on-demand offering and introduced the Play More Black channel.

1. 1Play Moreen.wikipedia.org