We all know how important content everywhere (meaning that consumers can watch the content they want on any television set and popular multiscreen devices) is to both platform operators and content owners. But here is a frank assessment of just how important extended service reach is to one leading content owner and platform provider, Prisa TV.
Pablo Romera, Head of Content for CANAL+ Yomvi, the OTT/multi- screen offer from Prisa TV (owner of a leading pay channel portfolio and the Canal+ DTH platform in Spain) makes it clear that the purpose of the innovative Yomvi service was to reconnect with younger consumers who had found new places to watch content.
â€œThe fact that Netflix and services like LOVEFiLM have been expanding at great speed is evidence that they are filling a gap in the market. It is evidence that Pay TV needed to update itself,â€ he says.
â€œAs an industry we have spent the last five years catching up with a generation that developed a totally different attitude towards watching content. They have been using new services on the Internet, including YouTube, and it has totally changed consumer perceptions. We have to recognize this. Yomvi was designed as our solution for closing the gap between that generation and ourselves.â€
Yomvi is now helping Prisa TV attract a younger demographic. But Romera does not see this as a win-or-lose battle with OTT providers. He says the market is big enough for everyone so this is not a case of having to wrestle consumers away from OTT services on multiscreen devices, but of ensuring Pay TV is there for them as well.
â€œWe will co-exist. A new game is being played but Pay TV operators were not on the pitch. Yomvi gives us the opportunity to play in this game. It is not about kicking anyone else off the playing field but making sure we are part of this scenario.â€
One of the more surprising trends in multiscreen is the levels of tablet viewing by children. The most popular content genres being consumed on the iPad on the CANAL+ Yomvi service are movies, series and kids programming. â€œWhat we have analysed,â€ says Romera, â€œis that parents are passing their iPads to their young children, whereas laptops are usually in the hands of teenagers and students in their rooms.â€
Another important multiscreen trend is towards more live/linear TV being delivered to tablets. It is easy to see why. Romera notes: â€œThere is no question that the tablet has become a second television in some homes. It is not a second screen but the first screen for many users â€“ their primary device.â€
When it comes to getting Pay TV content onto more screens in the home, the server/client gateway approach (what some people call the â€˜home cloudâ€™) is gaining traction now. This means taking linear or on-demand content off the traditional broadcast network, and also content that has been stored on the home DVR, and redistributing it to second room TVs and multiscreen devices.
Pablo Romera says he perfectly happy for his content to be recorded on DVRs and then redistributed to multiscreen devices in the home in this way, subject to the content security and reporting safeguards you would expect from a Pay TV partner. For him it is just another addition to the time-shift options.
The thoughts of Prisa TV are contained in a new (free) Videonet report, â€˜Mastering the home cloudâ€™. The report investigates what TV Anywhere now means for Pay TV operators and their channel partners and how they can exploit the efficiencies of broadcast-to-IP â€˜home cloudsâ€™ to deliver a premium content and user experience on every screen. It explores the latest client device and networking options including CI Plus CAMs and SAT>IP, plus efforts to simplify whole-home deployments. It includes insights from DISH, Liberty Global, CANAL+ Yomvi/Prisa TV, TRACE Sports, Eurosport, Vestel Group, TP Vision, Samsung, SNL Kagan, The Diffusion Group, NAGRA, EchoStar Technologies & Sling Media, Humax, SmarDTV, Broadcom, ViXS, SES Astra, Craftwork and Inverto, among others. Download report (free).