TV Everywhere addresses demand for more personalised viewing experience
In some of the most developed and connected countries in the world, there are probably more mobile devices than TV sets in a household. And as viewers continue to embrace multiple devices for content consumption, how does the concept of TV Everywhere enable broadcasters to deliver their content from screen to screen? Josephine Tan reports.
Media content is no longer restricted to solely being viewed on the TV set. In 2005, YouTube brought video to the Internet at scale, shifting eyeballs from the TV to the computer. With the increase in mobile and Internet penetration, coupled with technological advances, the entire content lifecycle has been transformed — video content now has the ability to not only be distributed anywhere, but also follow viewers everywhere they go.
This is TV Everywhere and, as the name implies, it is a concept describing how linear and on-demand content is consumed using mobile devices, Johan Vanmarcke, managing director, Asia, MEDIAGENIX, tells APB.
Declaring that TV Everywhere is beyond just another distribution channel, Vanmarcke highlights that TV Everywhere empowers media companies — be it broadcasters, pay-TV operators or over-the-top (OTT) service providers — to capture and captivate new pools of viewers with great content.
He elaborates: “Media companies that used to have a stronghold in linear TV will see their market share decreasing year-by-year if they do not offer their content through different distribution channels. While TV will not fade away, as it allows viewers to consume content as a collective activity, media operators have to understand that mobile devices have taken an important role in viewers’ daily lives, and it’s as important as TV and radio used to be.”
To allow broadcasters to better target content to audiences on both linear and on-demand platforms, MEDIAGENIX developed the WHATS’ON broadcast management software solution. Designed to manage the flow of the content lifecycle, WHATS’ON offers integrated modules that addresses the following: Linear scheduling; promotion and interstitial management; media management; workflow automation; standards integration; content and rights management; analytics and finance; and video-on-demand (VoD).
“TV Everywhere fosters interaction among viewers through social media on the same device, for example, commenting on the content while watching and sharing it on social media,” Vanmarcke says. “Operators can also better understand their audiences, as TV Everywhere requires viewers to authenticate themselves as subscribers in order to use the service.”
Indeed, by using OTT platforms to launch the concept of TV Everywhere, media companies will have the ability to record viewer usage habits. And by employing enhanced content ratings and viewer performance analytics, operators are able to push relevant content to their users, alongside customised ads to better suit their viewers’ interests and habits, suggests David Blackett, group GM, Magna Systems and Engineering.
As for viewers, he continues, TV Everywhere brings forth a personalised viewing experience with their viewing behaviour being reported on and across multiple platforms, as well as the benefit of accessing the content across the platforms via a single account.
Blackett explains: “Ease-of-use and viewers’ experience are the biggest factors, after content, to drive TV Everywhere. Having the content is important, but being able to find and consume that content quickly and easily is equally crucial.
“For broadcasters, TV Everywhere allows them to have greater reach for their content. Also, being able to push content to more places and people empowers broadcasters to do the same with targeted advertising that is customised and tailored according to viewers’ habits and preferences.
“I feel that TV Everywhere has already caught on but viewers are still very hungry for more. Thus, this trend is not just set to continue, but to grow significantly.”
The success of TV Everywhere is largely attributed to the introduction of smart devices that are small enough to fit in commuters’ pocket, paving the way for content on-the-go. And as consumers are literally expecting TV to be everywhere, one main aspect of TV Everywhere is that the consumer can choose the most relevant content and services they require, Roger Franklin, CEO for Crystal, points out.
By rolling out the concept of TV Everywhere, content providers are offering “a strong service that is exactly what consumers are asking for”, he says. “This offers unending benefits for operators as it provides the opportunities to sell more services through recommendations. Meeting consumers’ demand will also enable the viewers to recognise the brand as one that is desirable, hence encouraging brand loyalty, which is priceless.”
But when it comes to content, the key in retaining viewers is through personalisation, Frankin stresses. “Targeted content is a worthwhile method to retain viewers to stay with the service. Using metadata, content providers can offer a personalised service. With a service tailored to suit their viewing behaviour, viewers will be more likely to continue to use it as they are pleased with that particular service.”
In addition to content, advertising can also be personalised using big data, to provide more value to the viewers, he suggests. Personalised advertisements, in turn, result in enhanced brand engagement, and will encourage operators to deliver services that are more likely to be relevant to their consumers.
Franklin concludes: “The bottom line is — all consumers like to feel as though any service they are getting are tailored to their specific needs. It is about time that content providers understand how lucrative meeting this desire is. By providing personalising services, content providers can attract viewers’ attention, and ultimately retain them on the platform.”
While TV Everywhere is set to grow, the biggest challenge for media companies is how to effectively monetise their content, observes Sushant Sharma, head of consulting services, Asia-Pacific, Accedo.
He elaborates: “There are a few options when it comes to monetisation. If the content is compelling enough, subscription may be an option. Many consumers, however, expect content to be free. Thus, operators may consider offering additional targeted content at a fee or using targeted advertising to monetise the service. Another option is to bundle the content with mobile data packages offered by telcos.”
For instance, Renfe, a Spanish railway operator, has been offering on-board Wi-Fi that allows passengers to connect to the train’s wireless LAN using their own devices. Last month, Renfe expanded the platform by partnering Accedo and Spanish telco Telefonica for the launch of its TV Anywhere service — PlayRenfe.
This collaboration, according to the companies, will allow 19 million Renfe passengers to enjoy video experiences while travelling by train and waiting at stations, without having to tap into their own data bundles.
PlayRenfe entertainment comprises Telefonica’s own productions, films, series, documentaries, programmes, courses, books, games and music. Passengers can switch between five different channels, enabling easy access to live sports events and breaking news at any time. Besides on-demand video programmes and live TV, PlayRenfe also includes other Renfe services such as in-app ticket purchases and loyalty cards.
Sharma continues: “Viewers like to access to content when and where they want it. Being able to watch their show on the train from home to work has become a part of their daily lives.
“As a society, we no longer schedule our lives around the TV programming. Instead, consumers will grab any chance they have to catch up, and content providers will need to have their content ready and on-the-go.”
In response to the shift in consumers’ video consumption habits, several broadcasters and TV networks have launched their own OTT services across the region. These traditional content providers, according to Sharma, are in a unique position to offer premium content due to their existing relationships with customers. For broadcasters, he adds, these OTT offerings are able to complement their linear feeds, and can either be in the form of an alternate content delivery method or used in a way to deliver niche content.
Sharma concludes: “While some media companies have launched OTT services that are linked to consumers’ pay-TV subscription with an operator, we are increasingly seeing media companies and broadcasters partnering with telcos to either launch their OTT services bundled with data packages or broadband subscriptions, or in some instances, the mobile data is zero-rated.
“Moving forward, we will see telcos providing mobile and fixed broadband as key constituents of the ecosystem in some emerging markets in the Asia-Pacific region.”
Asia-Pacific Broadcasting (APB) September 2017, Volume 34, Issue 7
