Posts tagged ‘pay TV’

Cable Congress eBook: The Platform Effect

The Platform Effect

Overview
There is no disputing recently that Over The Top (OTT) approaches to cloud content and smart devices (connected TVs, mobile phones and tablets) have had a huge influence on the media and payTV industry.

Just as new market entrants scrambled to sign content deals and offered a compelling OTT offering, the payTV market leaders also pushed to deliver their valued content to these new screens. They needed to do this to keep up with the innovation curve and meet consumer desires to leverage their new devices.

Many had predicted the demise of traditional media stalwarts and the set-top box (STB) but the industry enjoyed continued growth. However, it is important to recognize that the OTT experiment is in its infancy and innovative internet services and device companies will continue to evolve and learn from their early missteps. This paper discusses why OTT has yet to succeed with consumers and how their relationship is evolving with this new way of watching TV. It will also examine what PayTV operators can learn through this experience in order to continue to enrich their content, differentiate services and get closer to customers to maintain their lead and fulfil growth plans.

Going “Nonlinear”
While the critical component lacking in most of the OTT offerings is clearly traditional live TV content, trials such as the Hill Holiday OTT user study ‘An Experiment in Cutting the Cord’ have proven that this is not the most frustrating factor for consumers using OTT.

The common thread across all the tested platforms has been that users were fundamentally uncertain of how to watch TV that was not their familiar linear style network feed. OTT’s new “search only” approach violated the common principals of channels, Electronic Programme Guides (EPGs) and TV networks, which to the PayTV operator’s benefit is the comfort zone of the consumer. Consumers simply do not have the time to be engaged in managing their entertainment ecosystem and making decisions. Users consistently commented that they prefer a “lean back and forget” experience where users appreciate the network’s next show. Simply put, they did not know what to watch next.

This presents an interesting challenge to PayTV operators who themselves are starting to offer more cloud-based DVR and web content and Video on Demand (VoD) libraries that may complicate the linear experience. However, it’s also a huge opportunity to take what is known about the consumer’s personal choices, viewing habits and social media interactions (on an opt-in basis) to take the linear experience to a completely new level. It’s an opportunity to create the first “personal linear network” that is customised for each user, blending the best traditional PayTV content with other smart content offering opportunities.

(more…)

Advertisements

Two-thirds of pay-TV subs have access to multiscreen services

Two-thirds of pay-TV subs have access to multiscreen services

Western European multiscreen operator-provided growth has led to an 80% increase in coverage and given 66% of pay-TV subscribers in the region access to these services.

These findings, at the heart of new research by Parks Associates, clearly show just how multiscreen in in the mainstream and compared with only 36% access in mid-2011. The analyst adds that with service providers poised to deploy over 20 million high-end, feature-rich residential gateways in Western Europe this year, multiscreen services may soon be offered in conjunction with other advanced features such as VoIP, advanced home network monitoring, and media sharing.

“The competition from over the top (OTT) services, growth in broadband penetration, and consumer adoption of connected devices all drove the rapid deployment of multiscreen services, and now operators are looking to shift focus from customer retention to monetisation,” said Stuart Sikes, President, Parks Associates.

Rapid TV News | by Joseph O’Halloran

Blog by Guy Bisson, Research Director, Television, IHS Screen Digest

OTT: MOVE ALONG, NOTHING NEW TO SEE HERE

Every morning, around 8am, I rest my head gently on the shoulder of a woman I’ve never met. A short man nuzzles my armpit with his nose while the blond locks of the girl to my left tickle my face as they catch a brief draft. I can’t stand straight, the noise is ear-splitting and there’s no space to hold a paper or book. It’s my daily trip to the office, chauffeur courtesy of London Underground.

Through a chink of space between the shoulders of my fellow travellers, I entertain myself by reading advertisements for dating sites, tropical beach paradises and, more recently, an offer to “imagine a TV channel that learns what you want to watch.” “Lovefilm is not a TV channel”, it continues, but “it has more movies available to watch instantly online through your TV than all the other TV channels put together.”

Interesting, if slightly schizophrenic, pitch. Amazon-owned Lovefilm’s recent advertising blitz has, of course, been prompted by the arrival in the UK of a trans-Atlantic rival in the form of Netflix. Both services steam content to the TV over-the-top, via PCs, connected TVs, games consoles and other Internet devices. More interestingly from a business perspective, both claim that their main rival is not one another, but pay TV giant Sky.

(more…)

Tag Cloud

%d bloggers like this: