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What about content security, and the threats that exist to content in an online environment?
Clearly there are risks and opportunities using content accessed via the Internet. Our IPTV system is not delivering content directly over the Internet, it’s a secure, managed, end-to-end IP system.
However, we actually think there is an opportunity to utilise peer-to-peer technology in a controlled way that can be both profitable for the content provider, and great for the consumer. We are investigating these type of models at our research centre with an initiative we call Project Mercury.
I can’t go into any detail about the research currently, but we think it’s an interesting aspect to consider, and we are working with various partners on the project.
How do you think that the use of advertising will change with IPTV?
There are a variety of viewpoints on this across the industry, and what is certain is that business models will change and develop. I think that part of the issue is to actually educate the industry as to how they can expect to use advertising in the future. There will clearly be the necessity to use different techniques, such as creating more embedded advertising, as PVR’s will make the potential for ad skipping more prevalent.
Ultimately of course, advertising specialists are very creative people, and will adapt to develop answers for the changing marketplace. Also, the IPTV industry as a whole need to take on the responsibility of informing the advertising industry about the opportunities and technology that the use of IP makes possible.
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