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think providing a massive amount of content is important,
but if no one is watching that content, that is a big problem.
So how do you know whether content is satisfying viewers?
By deploying cloud-based analytics solutions, operators
can gain insight into viewers’ behaviors and determine
which content is most watched as well as how easy it can
be accessed, and then tailor their service offering according
to viewing patterns.
What are some requirements that pay-TV
operator should look for in a video platform?
Catering business models to consumer needs rather
than those of a particular channel, platform, or advertiser
is another great way to stay ahead of competitors. We
already know that multiscreen services have become an
integral part of the pay-TV service, but research from Parks
Associates suggests that offering content across multiple
device types isn’t the sole route to success. Operators
must provide exclusive and premium content that engages
viewers. Pay-TV operators, like the BCC, are beginning to
offer original programming along with linear channels via
apps as a way to compete with streaming providers like
Netflix. Another important feature to look for in a video platform
is easy integration with existing back-end and front-end
clients, such as provisioning, billing, CRM, CDN, and CMS
equipment. Taking the complexity out of the integration
process allows operators to introduce new services with a
shorter time to market.
How important are data and analytics in the
context of streaming services?
In order to offer content to viewers relevant to what they
are watching, operators need sophisticated data and
analytics tools. By providing detailed information about
customers’ most popular shows on VOD, live ratings,
user engagement, social behavior, usage patterns, and
preferences in real time, analytics help operators gain real
insight into viewers’ behaviors. Operators can use the data
collected to shape the types of content they ultimately
provide to viewers.
For instance, let’s say an operator wants to determine
which content is most watched. If the data they’ve
collected shows that a large number of viewers turn off a
sitcom after only watching for a few minutes, the operator
can conclude that viewers are not enjoying that specific
program. Or the operator might use analytics to test out
a new app they’re offering. Through monitoring viewing
and usage patterns, operators can determine preferences
and recommend customized content to individual viewers
as a way to retain their viewership. This all relates back to
providing viewers with personalized and interactive content
in order to keep them engaged with the service.
EXPERTS Any operator can provide a basic set of features, such as
video-on-demand, a channel guide, etc., but the key is
providing all of these features on a wide range of viewing
devices. This will ensure customers have a consistent
viewing experience across all screens.
Choosing a platform with these features is the best way
for operators to keep viewers engaged with the television
service and increase their revenue streams.
How can pay-TV operators increase their
revenue opportunities via streaming content?
There are some unique ways that pay-TV operators
can monetize streaming content. In addition to offering
premium content such as VOD movies, apps, and games,
operators can really knock their revenue opportunities
out of the ballpark by providing viewers with relevant
content recommendations for paid content, and allowing
viewers to promote their favorite content via social media.
By increasing viewer engagement with paid content,
operators will see their revenue streams go up significantly.
Additionally, operators can explore innovative options,
such as delivering context-aware applications on top
of the broadcast stream and by offering unique online
services such as e-health and e-commerce. These types
of monetization opportunities provide a more immersive
and interactive television experience, increasing overall
Finally, let’s not forget about advertising. Operators can
increase the effectiveness of advertising by launching
micro-targeted campaigns and in-app advertising. As
the streaming environment continues to evolve,
there are sure to be a lot of new and exciting
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KITPLUS - THE TV-BAY MAGAZINE: ISSUE 99 MARCH 2015 | 57