TransMedia Strategies with Multi-Screen Delivery – Now In High Demand in 2011

Posted on May 4, 2011


SOURCE HEADLINE (May 4, 2011):  The explosion in syndicated content, easily embeddable code, and the torrents of clips coming to the Web are paying off in streaming media pretty much everywhere. According to the third annual survey of web media companies by D S Simon, 85% of them now carry video, representing an increase of a third from last year. Television media was already at peak penetration, with 96% of venues carrying clips, but the 2011 Web Influencers Study found that virtually every other category of news, especially newspapers and radio, now make video de rigueur.  According to Doug Simon of D S Simon, the meaning here is clear. “The big news is that online media has now officially become a video programming network.” All of which goes to show how much users bring an expectation of streaming media experiences to a site. In order to feed the need for full motion, 84% of site users says they use third party providers along with in-house media. While traditionally non-video media are embracing the trend, it doesn’t mean that all of them are going full-bore into production. Understandably, 93% of radio stations say they rely in some measure on external sources of media, with 86% of newspapers and 80% of web media. TV entities tend to rely much more on their own assets, but still 63% user third parties.  We have said it before in these pages; video is the new text, and the Web is a primary accelerant of that trend.”

Almost every Pay TV operator has a multi-screen strategy now and many are involved in laboratory or field trials, while some plan full scale launches this year. A number of big players, such as Orange in Europe and PCCW in Hong Kong, already have well
established mobile TV services with varying levels of interaction between these and their fixed broadcast packages. The ultimate
destiny is a coherent, unified and yet flexible multi-screen service, providing customers choices over delivery, device and
method of payment, ideally served over a common infrastructure.

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The end game for the whole digital entertainment industry is a multi-screen world where there is no distinction made at a business level on the basis of the target platform, with all devices served via a common headend and network infrastructure. This may not be as distant as some commentators think, and so operators need to be considering now how to migrate and scale their business accordingly. Scaling will have to occur across four dimensions: delivery infrastructure, the pay business model, revenue security and content rights.

Today’s market is bourgeoning with “smart devices,” from tablets to TVs to any device that can connect you to the Internet. The industry has gone through many iterations of the smart TV and we’ve seen fluctuation in consumer adoption. In a survey conducted by RedShift Research in the UK in 20101, connectivity ranked third in importance, after resolution and screen size, in consumers considerations when purchasing a new TV set. Yet, with the turn of the year, we’re seeing increased growth and adoption of connected TV sets. According to In-Stat, Web-Enabled CE Devices will reach one billion by 2015.
Consumers are starting to understand the value that connected “Smart” devices bring to the entertainment experience. However, as we step into this new world of connected everything, we need to be cognizant of how we can continue to make the entertainment experience enjoyable for consumers. TVs are entertainment devices that should allow consumers to lean back and enjoy. The most important technology a TV can have is the ability to access a wide variety of entertainment choices and help the viewer choose the content that is best for them or their family. …

The next generation of connected TVs will bring with it aggregation of content, personalization and recommendations technology.  Along with these services, it will offer a greater way for TV manufacturers and service providers to monetize their offering – advertising capabilities outside of the traditional 30 second spot. It will use metadata pervasively to search for and connect consumers to content. It will have a lot to offer the consumer in their search for what to watch.