Connected TV is the big news of 2011 in Europe, with manufacturers and broadcasters vying to offer connected TV and over the top (OTT) services.
A surfeit of content begs the following questions – do consumers want to browse every piece of content available on the Internet, or would they prefer content to be suggested to them? Does connected TV help distribute the content or is it too complicated to navigate? Will connected TV democratise content?
These were some of the issues discussed by a panel of top executives at a conference session at the recent IBC2011 in Amsterdam.
“Some people believe that connected TV will result in an over proliferation of content,’ said Jason Wong of TiVo. “On the positive side, the explosion of content will be guided by a revolution in technology that will help users search, discover and enjoy the content that is most relevant to them.’
Wong pointed out that TiVo has been involved in connected TV and OTT since 1999. “Viewers need to have a merger between linear content and OTT content in a seamless user interface. TiVo aims to provide simple, fast search tools for the consumer. This requires the integration of unobtrusive and clever discovery tools, such as recommendations to watch programmes. TiVo has a discovery bar on its website which shows the types of shows you like based on the shows you’ve recorded to date.’
The democratisation of video has been around for many years, according to Bismarck Lepe of Ooyala. “Online has democratised content further – it distributes targeted content out to millions of consumers and literally anyone can create a website. The problem with video is that it is difficult to produce high quality content cheaply. User generated content (UGC) is great for the individual but it doesn’t generate revenue – you won’t find families sitting in the lounge wanting to watch UGC.
“I think production costs will come down and we’ll see more and more online video that targets small groups of people with a viable revenue model. Eight out of 10 of the most popular YouTube videos are professionally produced music videos or clips from films or TV shows,’ commented Lepe.
Multiple connections
The Convergent Formats division of the UK’s Channel 4 has noticed that its viewers are getting connected on several platforms.
Said commissioning editor Anna Cronin: “New media convergence is now at the core of Channel 4’s business and no longer a separate division. We’ve created a new convergence fund for 2012 – worth £2m – to experiment with ideas, apps and dual screen experiences.
“Convergence allows us to deepen our relationship with the viewer. As the content space becomes more crowded people look to broadcasters to curate content for them. It’s a new breed of TV with new types of stories. However, don’t forget the psychology of the sofa – people who sit back and expect to be entertained.’
Cronin emphasised that content, story and creative is king. “It’s about engaging with people’s emotions. People watching TV want to experience content in a different way to the way they experience it on mobile and the Internet. It’s important to remember that TV is about entertainment and not technology.’
SCREENAFRICA Print Magazine – November 2011 (view here)
By Joanna Sterkowicz
