IP&TV News talk Ad-supported VOD with Alireza Tajbakhsh, Director xPlay, MTGx, Modern Times Group…
IP&TV News: Hi Alireza. Could you begin by telling us about the present state of Ad-supported VOD?
Alireza Tajbakhsh: AVOD is growing and although the business model has been around for a few years, I now see a massive growth in traffic in most markets. Technology and distribution channels are evolving, making content available easier to the consumers. For most players the challenge is to make the consumer experience relevant and at the same time deliver exciting advertising opportunities that are measurable and connects the advertisers with a relevant audience.
What kind of potential does AVOD have? For all the debate about linear vs OTT, does this provide a realistic third way?
The potential is big, the AVOD business is here to stay and coexist together with linear and SVOD services. From a user perspective the accessibility of content whenever you want and wherever you want will grow in importance. From an advertiser perspective if offers more options to interact with the specific target groups. Also the fact that research shows that AVOD services supports linear viewing rather than cannibalizing it, and that it has a positive effect on the campaign efficiency when running a campaign both on linear TV and online, should encourage more broadcasters making content available.
What obstacles does AVOD currently present and how can these be overcome? In other words: how can it be taken to the next level?
I think this question depends on which markets we are talking about, but in general, measurability of the business taking it to the next level with a currency is important for the growth. We already see such initiatives in place in more mature AVOD markets such as Sweden.
This is a topic you’ll be discussing at the Digital Home World Summit. What potential significance has AVOD got to the digital home in general?
Making the content you love the most accessible whenever you want, wherever you want, has a great impact on the digital home as it changes the consumption patterns and the devices that you need and want in the home.
What other aspects of the digital home is MTG currently involved in – what changes do you expect to see in connected entertainment in the coming years?
We want to be in the forefront when it comes to consuming video, and therefore we focus a lot on our AVOD and SVOD services across multiple territories, giving the consumer many options on how they can consume the content they love the most. Having radio operations within the company, we can also provide digital music experiences. We will also continue adding social and interactive elements to all our services.
What do you think the hot topics will be at this year’s Digital Home World Summit – and why is it such an important date in the diary?
I think 2014, and 2015 in general are exciting years for the Digital Home no matter who you are. It’s a paradigm shift taking place and it is hard to single out a specific topic, but the importance of keeping a close eye on the evolution that businesses are experiencing thanks to technology, distribution and social elements, will make the digital home more personal and thus more interesting!
Alireza Tajbakhsh will be appearing at the Digital Home World Summit (3-4 June). For booking and more information go here.