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Making multiscreen matter: can operators fight obscurity?

Adam Nightingale,  Senior Director Strategic Sales, Global, Irdeto

Adam Nightingale,
Senior Director Strategic Sales, Global, Irdeto

Post TV Connect guest blog by Adam Nightingale, Irdeto

When it comes to multi-screen, every operator is at a different place in its evolution. Some are in the early stages of OTT exploration, while others are already operating successful TV services across multiple devices and are looking for ideas on what to do next. The coming year will see the launch of new international platforms competing for TV audiences in multiple territories, placing more pressure on existing  services to ensure their customers can access the service from more than just the main household TV. Piracy is symptomatic of a market frustrated by the lack of content on new connected devices. Its increase is no surprise.  The challenge for established and new platform operators is to define a flexible strategy for engaging with and retaining a new generation of connected TV audiences.

I hosted a panel session at TV Connect last week discussing how operators are dealing with these challenges and how some of them are already successfully running multi-screen TV services, providing customers with premium video content anywhere and at any time. The threat of sacrificing revenue to new entrants such as Amazon, iTunes, Hulu and Netflix is not to be under-estimated. In an always-on world operators should no longer view multi-screen as a defensive play or an experiment. It’s here to stay and those who will succeed are the ones that embrace the opportunities that multi-screen offers.

For operators which are serious about competing for consumers and, critically, revenue and loyalty, a successful multi-screen strategy is about more than just getting content onto multiple devices. Today’s demanding consumers require a personalised experience that engages them, provides tailored recommendations, interacts with their social networks and enhances their current TV experience.

Operators can and should leverage multi-screen as a lucrative differentiator. I see five main options to turn multi-screen from a cost of business into a revenue-generating, brand-building endeavour

  1. Provide a consistently excellent user-experience across the main consumer devices, based on a single account and login
  2. Provide a personalized user experience to make it easier to find great content and to increase loyalty
  3. Use different business models. Any multi-screen offering must be flexible enough to cope not only with changing market habits but also to support a mix of SVOD, TVOD and AVOD, allowing fine-tuning of the business to maximise consumer uptake and ARPU
  4. Reduce time to market, cost, and risk: operators must remove the delay and risk inherent in complex integration projects
  5. Content protection that does not intrude on the consumer experience. It is imperative for TV platform operators that customers can access content securely from any device of their choice, as well as ensuring uncompromising security on any device.

 

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