Spanish telco ONO has 3.7 million services contracted and over six million users. In March, ONO Content Director Carlos Navia is just one of the many representatives of leading European telcos who will be making the pilgrimage to London for TV Connect 2014, where he’ll be participating in a fascinating-looking panel discussion “Creating and Delivering Compatible Content for the Mobile Consumer”.
IP&TV News: Hi Carlos. You’re the content director at ONO. What are the main challenges mobile viewing presents in terms of content?
Carlos Navia: This new generation of services is throwing up a number of new and revolutionary challenges for the whole industry. Basically, the point is to step forward and in some cases leapfrog the traditional TV business – based on very strict windows of time and technologies.
There is no point discussing mobile TV vs. Internet TV when at the end everything centres on mobility. The same applies to the debate surrounding cloud services. There is no point trying to defend old twentieth century business models that have been overcome by connected technologies, not to mention the damage to monetization caused by the non-legal consumption. It’s time for a new paradigm in TV.
And what are the main opportunities it presents?
Speaking on the quite difficult Spanish territory, it might present a major opportunity to develop the pay-TV market with more user-oriented propositions that can make the use of legal content more appealing. In terms of on-demand usage Spain is one of the top international markets and this evidence indicates a clear opportunity to penetrate and expand the boundaries of consumers willing to pay for fresh, close and immediate audiovisual content. This should also be guided by a reasonable and market-driven revision of the windows between pay- and free TV, with clear limits between both content value propositions.
In terms of content, where do you think the centre of gravity should lie between the first and second screen?
While TV is currently perceived as under threat from the second screen, it doesn´t make sense to proclaim the end of TV as some have done. TV will remain the main collective point of consumption for home entertainment and communications. The TV set will evolve to undertake more complex and enriching experiences and this means that it will be the main screen for major events and shows (probably live) whilst second screens will gravitate around more personalized long-tail type of content.
What kind of content works especially well with second screen?
In our case, it’s a bit soon to talk about yet because ONO launched its TVE service quite recently, but we are basically heavily weighting the content proposition on long-tail of catch-up and main linear channels streaming from our line-up.
How do you balance the consumer desire for on-demand content with the requirements of monetisation?
ONO has a large experience managing VOD. As a matter of fact, it was one of the very first large-scale VOD operations in Europe back in middle of the first decade of 2000. According to our experience FVOD is a key element to promote and incentivize the use of PayVOD. FVOD acts as the storefront to drive users traffic down into the service, especially when free and pay content bundle together with promotions. All of this becomes a major reality thanks to the strength of enhanced features in the EPG or the content discovery tools fully integrated within the platforms.
You’re appearing at TV Connect in March. Is there anything you’re particularly looking forward to at the event?
Exchange experiences with other territories and attain a better understanding.
Carlos Navia will be appearing at TV Connect 2014, 18-20th March. For booking and more info go here.