Service providers should see OTT as a revenue opportunity


Haggai Barel TV-Bay Magazine
Read ezine online
by Haggai Barel
Issue 84 - December 2013
Todays content service providers can use over-the-top (OTT) content to enhance the viewing experience for their subscribers and generate revenue for their service offerings.

To accomplish this, however, service providers must overcome the initial - and justified - belief that OTT is a threat that must be blocked and instead follow the steps outlined in this article to make OTT an important, revenue-generating part of a service package.

The first thing to understand is that the public wants OTT and almost universally accesses it via the broadband networks content service providers offer. Most service providers have already begun to take the steps to more fully accommodate customers who want to enjoy non-traditional video consumption along with traditional pay TV services. To successfully transition, however, service providers must be assured that OTT will serve as a complement, not a competitor.
The phases of viewer engagement

To begin the process of incorporating OTT as a part of an overall service package, content service providers must accept that their customers will go outside the traditional model to get it. It is therefore better to make OTT content a part of an existing video services package with which subscribers are already comfortable.

At Viaccess-Orca, we call this vision the engagement model and slice it into multiple layers that service providers can follow to comfortably offer multi-screen services that include OTT as a revenue-generating part of their service delivery package.

The first layer of the process is protection. Content owners demand that their premium content is protected. CAS/DRM and anti-piracy measures are essential in making certain that premium content remains protected even in an environment where a greater swath of content is open to all.

The second layer is interactivity. The service provider can use what already exists on todays service platform - program guides, PVR capabilities, VOD, catch-up and other features - as the foundation for achieving the ultimate engagement with users.
The third layer is personalization. The service provider can enhance its value by tailoring a content package for an individual subscriber by using content discovery and recommendation tools. This process starts by understanding the subscriber based on demonstrated viewing habits, using non-personal algorithms that create semantic connections between content items and then, using social media and other Internet sources, to build a content package that delivers what subscribers want and, even more importantly, what they might want.

The final engagement layer is immersion. An immersed viewer is bathed in the peripherals that surround that screen: the social media influences of friends and family; the multiple sources of background information that enhance the content (before, during and after watching), and finally, the ability to interactively control the content. This engagement layer can be implemented by using next-generation metadata to produce an endless number of digital magazines, with information personalized for the tastes and preferences of the end user.

Combined, these multiple layers deliver an enhanced viewing experience that can be extended across multiple screens, using the strengths of each screen and device to create a unique viewing experience.
Linking engagement and revenue

Of course, no engagement model succeeds if it doesn't generate revenue. Satisfying the consumer is requisite but its not free. Viaccess-Orca can use real-world examples to demonstrate how each layer presents a number of business models to create revenue streams.

As an example, Orange Spains TV Everywhere service has allowed the service provider to deliver a quad play package that includes multi-screen for an additional charge of 10 Euros a month. Existing Orange subscribers can upgrade to the new package - creating enhanced revenues - and new subscribers are enticed with personalized content across any device, providing a fresh/new source of revenue for Orange Spain.

Another revenue stream can be tapped when service providers use digital magazines to expose viewers to other material within their own or, importantly, a content partners catalogue of content.

It is important to understand that the engaged multi-screen consumer can no longer be wedged within a walled garden. While some premium content can and should remain off-limits, a more open approach to content provisioning best serves todays engaged consumers.

OTT is not competition; its an opportunity to collaborate. OTT opens the door for new revenue opportunities and partnerships. Viaccess-Orca has introduced models for service providers to build content awareness, take advantage of branding opportunities via t-commerce and advertising, and, overall, more fully realize the enhanced relationship with todays multi-screen consumer.


Tags: iss084 | ott | over the top | content | revenue | opportunity | guide | Viaccess | Orca | Haggai Barel
Contributing Author Haggai Barel

Read this article in the tv-bay digital magazine
Article Copyright tv-bay limited. All trademarks recognised.
Reproduction of the content strictly prohibited without written consent.

Related Interviews
  • Safer OTT and TV Platforms from Viaccess-Orca at IBC 2017

    Safer OTT and TV Platforms from Viaccess-Orca at IBC 2017

  • Smarter OTT and TV Platforms from Viaccess-Orca at IBC 2017

    Smarter OTT and TV Platforms from Viaccess-Orca at IBC 2017

  • Scott Hill uses EditShare: Lightworks at NAB 2013

    Scott Hill uses EditShare: Lightworks at NAB 2013

  • The Virtual Production Bottleneck – How can we sustain growth during a talent drought?

    The Virtual Production Bottleneck – How can we sustain growth during a talent drought?

  • Viaccess-Orca at IBC 2016

    Viaccess-Orca at IBC 2016

  • Prime Focus Technologies at IBC 2016

    Prime Focus Technologies at IBC 2016

  • TMD talk asset management solutions on BroadcastShow LIVE at IBC 2013

    TMD talk asset management solutions on BroadcastShow LIVE at IBC 2013

  • Viaccess-Orca at IBC 2014

    Viaccess-Orca at IBC 2014

  • YouTube and the myths, the business and the opportunities

    YouTube and the myths, the business and the opportunities

  • Kino Flo at NAB 2016

    Kino Flo at NAB 2016

  • Comigo at IBC 2015

    Comigo at IBC 2015

  • EBS at IBC 2015

    EBS at IBC 2015

  • Volicon at IBC 2015

    Volicon at IBC 2015

  • Thomson Video Networks at IBC 2014

    Thomson Video Networks at IBC 2014

  • BBright at IBC 2014

    BBright at IBC 2014

  • Visual Unity at IBC 2014

    Visual Unity at IBC 2014

  • SIS LIVE ManPak and LoStow at IBC 2014

    SIS LIVE ManPak and LoStow at IBC 2014

  • Perception at NAB 2014

    Perception at NAB 2014

  • Visual Unity at NAB 2014

    Visual Unity at NAB 2014

  • ATEME at NAB 2014

    ATEME at NAB 2014

  • Cambridge Imaging Systems on BroadcastShow LIVE at IBC 2013

    Cambridge Imaging Systems on BroadcastShow LIVE at IBC 2013

  • Bridge Technologies QoE Monitoring with Mobile Videowall Display at IBC 2013

    Bridge Technologies QoE Monitoring with Mobile Videowall Display at IBC 2013

  • Bridge Technologies PocketProbe App at NAB 2013

    Bridge Technologies PocketProbe App at NAB 2013

  • Vimond Control Center at NAB 2013

    Vimond Control Center at NAB 2013

  • Telestream Vantage v5 at NAB 2013

    Telestream Vantage v5 at NAB 2013

  • Tariam Tooway stand at BVE 2013

    Tariam Tooway stand at BVE 2013

  • Viaccess-Orca content security at IBC 2015

    Viaccess-Orca content security at IBC 2015

  • Global content distribution from Dejero at NAB 2019

    Global content distribution from Dejero at NAB 2019

  • Volicon discuss creating content and publishing for online and social platforms

    Volicon discuss creating content and publishing for online and social platforms

  • TMD at NAB 2013: Content Intelligence

    TMD at NAB 2013: Content Intelligence

  • Viaccess-Orca at IBC 2013

    Viaccess-Orca at IBC 2013

  • Object Based Storage Solutions from Object Matrix at NAB 2017

    Object Based Storage Solutions from Object Matrix at NAB 2017

  • Elemental Technologies at IBC 2015

    Elemental Technologies at IBC 2015

  • ROOT6 Technology at IBC 2015

    ROOT6 Technology at IBC 2015

  • Haivision on BroadcastShow LIVE at IBC 2013

    Haivision on BroadcastShow LIVE at IBC 2013

  • Front Porch Digital on BroadcastShow LIVE at IBC 2013

    Front Porch Digital on BroadcastShow LIVE at IBC 2013

  • Primestream on BroadcastShow LIVE at IBC 2013

    Primestream on BroadcastShow LIVE at IBC 2013

  • Blue Lucy Media at IBC 2013

    Blue Lucy Media at IBC 2013

  • ChyronHego Paint at IBC 2013

    ChyronHego Paint at IBC 2013

  • Facilis at IBC 2013

    Facilis at IBC 2013

  • Facilis at NAB 2013

    Facilis at NAB 2013

  • TMD at NAB 2013: MediaFlex Reporting Module

    TMD at NAB 2013: MediaFlex Reporting Module

  • TMD at NAB 2013: MediaFlex Systems

    TMD at NAB 2013: MediaFlex Systems

  • Root6 at NAB 2012

    Root6 at NAB 2012

  • Prime Focus at IBC2011

    Prime Focus at IBC2011

  • Guided Tour of the Polecam Stand at BVE 2016

    Guided Tour of the Polecam Stand at BVE 2016

  • Guided tour of the Global Distribution Stand at BVE 2016

    Guided tour of the Global Distribution Stand at BVE 2016

  • Guided tour of the Holdan Stand at BVE 2016

    Guided tour of the Holdan Stand at BVE 2016

  • PAG talk about flying with batteries at IBC 2014

    PAG talk about flying with batteries at IBC 2014

  • TMD talk workflow on BroadcastShow LIVE at IBC 2013

    TMD talk workflow on BroadcastShow LIVE at IBC 2013

  • Triveni Digital at NAB 2012

    Triveni Digital at NAB 2012

  • Viaccess Orca TV analytics, anti piracy, addressable TV. Open and control at IBC2019

    Viaccess Orca TV analytics, anti piracy, addressable TV. Open and control at IBC2019

  • Keeping An Eye on Piracy with Viaccess-Orca at IBC 2018

    Keeping An Eye on Piracy with Viaccess-Orca at IBC 2018

  • Viaccess-Orca overview from IBC 2018

    Viaccess-Orca overview from IBC 2018

  • Viaccess-Orca at IBC 2015

    Viaccess-Orca at IBC 2015


Related Shows
  • What you need to know about media compliance, logging and analysis

    What you need to know about media compliance, logging and analysis


Articles
Avid and Rohde & Schwarz
Ciaran Doran

Rohde & Schwarz is the perfect ingest partner to build flexible workflows with Avid.

Tags: Rohde and Schwarz | avid | spycernode | editing | asset management | venice | Ciaran Doran
Contributing Author Ciaran Doran Click to read
Sennheiser MKE 400 hands on review and test
KitPlus

Sennheiser have just released two products aimed at simplifying audio on the move, the MKE400 shotgun microphone and the XS Lav Mic, in this review we’re looking at the MKE400.

Tags: sennheiser mke400 | sennheiser mke 400 | sennheiser mke 400 quality | best microphones for youtube | mic for youtube videos | sennheiser mke 400 hands on | microphone review | iphone videography | microphones | sound for video | camera microphone | microphone for iphone | microphone for youtube | video microphone | shotgun mics | smartphone microphone | vlogging mic | best microphone for video | shotgun microphone review | mke 400 | sennheiser mke 400 hands on review | sennheiser mke 400 test | KitPlus
Contributing Author KitPlus Click to read
A Broadcasters Guide to Microservices
Roger Persson

The word “microservices” has been creeping into the conversation about software-centric systems recently. Is it really a different approach, what does it mean, and what are the advantages?

Tags: nxt edition | microservices | modular software | Roger Persson
Contributing Author Roger Persson Click to read
Streaming Technologies Explained
Bruce Devlin - new

The word streaming can relate to different technologies from different manufacturers in different scenarios and in this short article we are going to take a little tour of what it all means. 

Tags: mr mxf | streaming | hls | dash | cmaf | mpeg | Bruce Devlin - new
Contributing Author Bruce Devlin - new Click to read
REVIEW - Hollyland MARS 400S PRO Digital Wireless Transmission System
Phil Vinter

Built by Hollyland and costing around £600 the Mars 400S is an easy-to-use wireless video transmitter/receiver system – it will be right up the alley of anyone who, like me, considers an instruction manual to be nothing more than box padding.

Read Phils Full review here, and link to the video review.

Tags: HOLLYLAND | MARS 400 | wireless | tx | rx | Phil Vinter
Contributing Author Phil Vinter Click to read