Lilian Viana, innovation manager at Brazilian media company Terra Networks, on the potential of companion screen apps, and the need for open standards across TV app platforms.
Lilian 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.
Hi Lilian! The TV business is hugely excited about the potential of companion apps. Is this excitement justified?
In my opinion this excitement is justified because is an opportunity for innovation.
However, there are substantial issues to address before the true potential of online content is realised and switched on in every home. We haven’t yet solved the barriers to make this audience relevant for advertisers.
One of the challenges facing us is delivering a simple, consistent message designed to educate consumers on how to get the most from connected TV. The interface must be attractive and friendly for the audience.
What are some of the most interesting implementations that you have seen to date?
The combination of live content and interactivity opens up new avenues for social networking on TVs, as well as new opportunities for advertisers who can monitor in real time how their customers react to the advertising message.
What are the biggest challenges that they create for a service provider or broadcaster?
One of the biggest challenges stakeholders face is delivering a simple, consistent message to educate consumers on how to get the most from connected TV. The interface must be attractive and friendly for the audience.
The lack of open standards across TVs also is still a barrier for application development. Every application or service must be tailored to work for each TV manufacturer’s products.
This inefficient approach is both costly and time consuming, and ultimately means that innovation is stifled.
What plans does Terra Networks have here?
We will be monitoring the evolution of this platform in order to keep our strategy effective, offering content through all kind of connected screens and devices that revolutionise the way people consume and enjoy digital content.