MRG: Most TV will eventually be delivered on-demand via unicast

Norm Bogen, VP global research at MRG

Norm Bogen, VP global research at MRG

Norm Bogen, vice-president of global research at US firm Multimedia Research Group, outlines his expectations for multiscreen TV, including the replacement of remote controls with smartphone apps, more time being spent watching TV on mobile devices, and the eventual arrival of an IP plus unicast world.

Norm will be charing Day 1 of the TV:Xperience event taking place in New York City on July 15th-17th. For more information and to register, please visit

TV/STB remote controls will be replaced by apps on tablets and smartphone 

The app will be used to search for content, change channels, link to social networks, buy things and more. These apps will come from many places – multichannel operators, broadcasters, content owners, third parties – but MRG believes that in the end the multi-channel operators will dominate this app.

More time will be spent by more people watching TV content on mobile devices, especially tablets

As TV Everywhere becomes table stakes to reduce customer churn, it will become available to more people and more people will use it. This is not to say that the BIG screen will not remain the dominant source for watching TV content, it will.

It will become more common to start watching a TV show or movie on one device and then continue watching the same show or movie on another device

The ability to do this is already here, but seldom used. As this capability becomes more widely available, user behaviour will change to take advantage of it.

Multiscreen is the first step along the path to an IP plus unicast world where most, if not all, TV content is delivered on-demand via unicast to any device including the big screen TV

It will take many years (10+) for the industry to change out the infrastructure necessary to deliver this kind of service. The industry will ultimately fulfil the promise of anytime, anywhere content on any device.

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