SURVEY

The TV experience
OTT
Fig. 11
11.7%
37.1%
9.6%
A unified, consistent TV
experience that is easy to
understand and use is key to
winning consumer loyalty
and crucial as a differentiator
for TV operators
A unified, consistent TV
experience that is easy to
understand and use is useful
but not essential to winning
consumer loyalty and
serving as a differentiator for
TV operators
Which of the following
statements best
expresses your view of
the importance of a
unified TV experience?
41.6%
A unified, consistent TV
experience that is easy to
understand and use is no
more compelling than a
fragmented experience such
as apps provided by multiple
content providers
A fragmented TV
experience such as apps
provided by multiple
content providers that gives
lots of choice is more
compelling than a unified
experience controlled by the
operator
SPONSOR’S COMMENT
Michal Fridman, VP marketing, Comigo Ltd.
Digital has fundamentally changed the way we live, work and interact.
However, while a new generation of consumer-centric services
has created elevated expectations and revenue potential, the TV
experience and TV business model have yet to keep up. In a world
where connectivity, data and technology offer endless possibilities,
the TV business is fighting for viewers’ attention and is looking for new
potential revenues.
The results of this survey show that TV and content providers need to
enhance their focus on the TV experience in order to keep up with this
dramatically changing way of life. Majorities of respondents, in multiple
responses, place in focus the need to provide an experience that brings
external online sources into the TV experience. This is reflected, for
example, by answers to the question on viewer perceptions, with a
75% majority stating that personalised and social ecosystem based
recommendations are important for the TV experience, or by the 74.5%
stating that providing access to related content from the open internet
(such as YouTube, Vimeo, etc) in a contextual manner is an important
feature of the TV experience.
When looking at the current available TV devices, the survey clearly
favours a unified experience and also highlights internet-connected
devices controlled by the TV operator as second only to an Apple device
1 2 3 4
in terms of the TV experience they can deliver. This shines a positive light
on the potential role for TV operators, with internet-sourced content
having the potential to meet consumers’ elevated expectations of the
TV experience.
At Comigo we are set on enabling TV and content providers to deliver
the TV experience they need. We do so by infusing the TV experience
with the full power of the internet. At the core of our service platform is
a patented experience engine that intelligently connects various digital
and online services to content and viewers in a contextual manner. We
offer a hardware (STB) and software (MW and multiscreen applications)
platform that enables TV and content providers to capture new value
from a wealth of contextual services. We put the TV experience in
context.
experience that will enable users to navigate the content on offer,
tailored to their personal preferences and offering contextual services
aligned with the viewer’s interest and content – particularly since they
have a direct relationship with their customers and access to a wealth of
data about how their services are used in practice.
On the whole, operators believe that users should have the ability
to personalise their experience, albeit within a framework set by the
operator, and should, importantly have access to a wide range of thirdparty
content sources, leveraging the strength of internet-connected
services that are becoming more widely available. In an age when
content rights are becoming widely dispersed and content providers
are increasingly adopting direct-to-consumer strategies, operators
could be well advised to build a TV experience that accommodates
a wide range of sources but also personalises their delivery to the
individual viewer. l
12 Digital TV Europe Industry Survey 2016 digitaltveurope.net