TV Connect has announced the results of the Connected100 Survey, which reveals that data-driven video services will help tailor the consumer experience and open the door for programmatic TV advertising.
Video services are also expected to enable end users to publish User-Generated Content that will become an integral part of the content offering, enabling consumers to act as content editors.
The Connected100 research is a global survey enabling key players in the TV and media market to share their views on the future of the connected entertainment industry. The research, led by the Connected100 research group, comprises some of the most experienced and forward-thinking minds in the telecom, broadcast and over-the-top industries. The survey reveals that 4K (77.5% of respondents), TV Everywhere (70%) and Over-the-Top (87.5%) will remain key drivers of innovation, while linear broadcast (only 7.5%) will slowly lose to personalised TV services accessed via the cloud or on connected devices. Big Data, the Internet of Things (IoT) and short-form digital video will also enable the content industry to offer services tailored to end users’ viewing habits and preferences.
“The TV and video industries have been leading towards the Internet of Things since the advent of the first connected TV ten years ago,” explained David Mercer, Vice-President and Principal Analyst, Digital Consumer Practice at Strategy Analytics. “All these developments are related: TV Everywhere enables consumers to access content on every platform and to interact with it, and personalisation will allow end users to create their own schedule and programming, moving away from linear broadcast. At the same time, User Generated Content is forcing the industry to redefine what TV means, to rethink the business models and how the industry works. TV Connect will provide a perfect platform to see how all these trends will converge to create the TV of tomorrow.”
According to Dave Alpert, Vice-President of Operations and CTO at HBO Europe, shorter timeframes represent the main challenge that the content industry must overcome in 2015: “The old tradition of release windows has changed, and it’s due to digital distribution. This year, we will see broadcasters premiering shows simultaneously at the same time around the world. To achieve this, broadcasters need to process multiple materials at a fraction of the time, file transfers need to happen instantaneously and tight workflows must be put in place to simultaneously deliver that all important episode of a new show to the world.”
Ed Barton, Practice Leader, TV, at Ovum, added: “TV services have traditionally been sold to households while streaming services tend to be addressed towards individuals. This potentially generates additional revenues for both streaming services and their content partners, as well as offering further opportunities through more targeted advertising. A new era of entertainment technology promises to offer more tools to audiences to control their viewing experience, which will be particularly relevant to younger audiences that tend to be more active about their media consumption. It will be interesting to see how broadcasters and pay TV operators launch direct-to-consumer streaming services at TV Connect, reasserting their power against nimble, aggressive and technology-led OTT specialists.”
Joanna Jones, Events Director at Informa Telecoms and Media, commented: “Over the years, TV Connect has become a springboard for companies looking to launch new interactive video services. This year’s show will see even more developments allowing consumers to become active members of the content chain, as well as enabling the industry to better understand subscriber behaviour on every platform. It is clear that the conference streams and the show floor will prove a perfect laboratory to prepare for the next innovations in the industry.”