Marcio Zukin, CTO of Brazilian over-the-top video service Sim TV, on plans to move into transactional and ad-supported offerings, the television services that Brazilians value most, and the opportunity created by pay-TV piracy.
Marcio will be speaking at the TV Connect Latin America 2013 event taking place in São Paulo on 2nd-3rd July. For more information and to register, please visit http://latam.tvconnectevent.com.
Can you tell us a little about SimTV’s connected TV initiatives to date?
Our connected TV initiatives include subscription VOD and live TV. SimTV was designed for delivery on every kind of device and also through an IP Box.
Eventually the platform will be developed in order to feature transactional and ad-supported services.
The focus of the project was to provide a very robust solution, using adaptive bit-rate technology, CDN networks and global data centres in the cloud, in order to deliver the best interface and a user-friendly workflow to the customer.
What do you think Brazilians value most in a television service, beyond linear programming?
There is a need to differentiate between content and service. In terms of content, Brazilians in general value football games and sports, movies, kids programming and comedies or sitcoms.
Regarding services, Brazilians value innovation, programmes with social comment and interaction, and which are up-to-date and available on a 24-hour basis.
How big a problem is pay-TV piracy in Brazil?
Pay-TV piracy in Brazil is not a problem, it is an opportunity, and a big one.
Let me explain. In my opinion, people turn to piracy for a number of reasons, almost as an ‘after the fact’ event.
If people would have a service, with reasonable quality, at an affordable and fair price, with dependability and good customer care, there would be no need to resort to illegal practices regarding pay-TV.
Many initiatives have already demonstrated this vision.
What growth opportunities can you see in the pay-TV market?
The pay-TV market has huge growth opportunities, in volume and quantity. Various industry surveys project that there will be 4.4mn active clients for IPTV services by 2017 in the Latam countries alone.
A huge variety of content and types of service is emerging: for example, an Italian that lives in Rio could watch live an Italian game in Recife at his tablet, early in the morning while still in bed.
Then a few hours later he could be watching a recent specific Italian movie back in his apartment simultaneously (in a social network) with his friends that live in Italy.
While watching the movie, he uses the tablet as a second screen not only as a remote control but also to buy something that appears in the movie in an e-commerce site, or get more information on historical events related to a character of the movie, post a note on Facebook, and so on.