AJF Partnership has launched the TVC behind the scenes of “the TVC” for Stan, once known as StreamCo, in advance of its launch by Fairfax and Nine (each of whom owns 50%). Confusing isn’t it? Don’t expect enlightenment from the ad.

Streamco, the streaming content joint venture between Nine Entertainment Co and Fairfax, was announced in August last year. It has since been rebranded. It’s Stan. And it still has no launch date. That’s likely to be somewhere after February 8 and before Netflix launches (expected to be March 31).

Stan has its own home page and is accepting early registrations for a free trial of the movie and TV streaming service. It promises unlimited access at any time for a fixed monthly fee of $9.99, no ads and no lock-in contracts.

It will launch with Breaking Bad’s spin-off, Better Call Saul. It has an exclusive deal in place with Sony Pictures to offer Breaking Bad for two years. Amazon-commissioned comedy-drama series, Transparent, is also on its books.

In early December, Stan signed an output deal with Hollywood’s CBS Studios, that includes streaming rights to more than 1200 hours of CBS and Showtime programming, among them US dramas Ray Donovan, Dexter, Californication, Nurse Jackie and The Good Wife, and key library series such as the Star Trek original series, Next Generation and Deep Space Nine, the CSI franchise, including CSI, CSI: Miami and CSI:NY, the original Twin Peaks, Oz, Deadwood and Dynasty.

Its deal with BBC Worldwide, includes Absolutely Fabulous and Fawlty Towers, Sherlock, Ripper Street, Luther, Wallander, Top Gear and Doctor Who.

Its deal with MGM gives it rights to stream Fargo, Will & Grace, The L Word, When Harry Met Sally, Silence of the Lambs and the Rocky movies.

It will be TV, PC and mobile compatible. And it will offer “a substantial catalogue spanning TV series, movies, kids and family programming, and documentaries from a wide range of leading Australia and international studios.”

Comedienne, Rebel Wilson, was announced as the spearhead of its marketing campaign in November. And the campaign tagline is, The biggest deal in entertainment. According to Stan’s chief executive officer, Mike Sneesby, the service will rely heavily on Fairfax’ and Nine’s databases, rather than bought media to build its list of subscribers. He stated in November that StreamCo (Stan) expected the low-single-digit penetration of SVOD services in Australia would grow to about 40% within four to five years, bringing it up to par with the US.