ADB Connected News

Getting Personal With TV

With viewers demanding access to more content, anytime, anywhere and on almost any screen, it has become a necessity for service providers to maximize the reach of their video and stand out from the crowd.

The increasing availability of cable and satellite networks and the emergence of multiscreen, VOD and OTT platforms have enabled businesses to offer greater choice and control to today’s TV viewers. However, the challenge for service providers to capitalize on this technology, often with limited in-house resources, has never been greater; they must find a way to create a personalized TV experience while continuing to meet the demands of the millions of people consuming video through an expanding set of connected devices.

Whether it’s VOD binge-viewing on TVs and PCs, watching short-form content on a mobile, or using second screen apps to enhance viewing, consumers increasingly want a video experience that caters to their specific needs – and that means coping with millions of different viewing behaviors, influenced by diverse lifestyle, age and personality. And these behaviors are far from static; consumer expectations will continue to change and adapt as new technologies are borne out of the ongoing evolution of the Internet of Things. Yet, throughout this change, one core consumer expectation will remain; consumers will always want consistency and quality in their user experience, regardless of how, when and where they tune-in.

Achieving this level of consistency requires a change in the way that all media players, from content providers to operators and multi-channel networks, manage and deliver the TV experience. To meet the demands of future audiences, providers must invest in platforms and solutions that increase their flexibility, maximize the capabilities of the network and ready them to face rapidly changing trends and the constant introduction of new technologies. The role of cloud-based software will form a critical part of the future TV landscape and is already delivering significant benefits to providers. The development of platforms and utilization of software that increases the depth and value of consumer analytics will also play an essential role. Personalization in content recommendations will act as a key differentiator and content providers should be looking ahead to determine how prepared they are to meet the demands of generations who have grown up with TV everywhere.

The demands for personalized TV will drive forwards innovation in the viewing experience, bringing with it a more immersive, interactive and tailored TV experience. However, this change will also create pressures on providers to access, manage, store and utilize significant amounts of data, and will see a more fragmented pattern of content delivery. Both of these pressures will add to the complexity of wider network challenges and overcoming these obstacles to ensure the continued growth and evolution of TV will require significant collaboration and technical innovation across the industry.

Being able to deliver a solution that supports linear TV, VOD content and OTT video, while ensuring consistency in user experience across platforms and exceeding expectations of quality of delivery is where ADB steps in. Our Personal TV solution enables content providers to overcome the challenges of today’s TV landscape and deliver high-quality video across the full- range of available devices. Made up of our Graphyne TV solution and our ConnectedOS platform, Personal TV delivers flexible solutions that work across diverse screens, operating systems, security processes and resolutions up to 4K. With a focus on enhancing personalization and a strategy that helps businesses devise future proofed business models, ADB supports clients to develop a full package of integrated applications that adapts alongside the changing tide of consumer expectations.

In the Connected Age providers have an unparalleled opportunity to differentiate their offer to consumers. In the connected home, the TV can be positioned as a central hub- a control network for the connected lifestyle that brings together entertainment and home management to improve the consumer experience and enhance their personal lives. The delivery of consistent and high quality TV experiences that work seamlessly across any future device will be a fundamental expectation of personal TV. With significant opportunities, but also challenges arising every day from the emergence of new technology, providers should be looking, today, at how their services can be maximized to increase their flexibility and prepare them for the Connected Age.