Home Connected TV Summit 2016 Making TV Fun before Apple does

Making TV Fun before Apple does

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This video is the entire session recorded on March 17th. KPN helped organise this lively discussion. Read below full session overview and speaker line up. 

We may be living through a golden age of television content, as many commentators assert, but the TV user experience is actually broken. More linear channels and vast VOD catalogues have made it harder to find something to watch, not easier. This is what Arian Koster, Senior Product Owner for TV at KPN believes, and he wants the Pay TV ecosystem to find a way to return television to its original one-button, ‘direct-to-content’ experience.

Whereas the first TV viewers chose between Channel 1 and ‘off’, Koster wants consumers next decade to press ‘on’ and be presented with what is effectively ‘Channel Me’ – a perfect reflection of who we are, the content we like, the mood we are in, the time we have available, and who we are with.

‘Channel Me’ understands us individually – it is our personal channel controller and our personal schedule, stitched together from all television assets, linear and stored. It is the world of television as each of us would like it, demanding nothing of us other than our attention. There are no hard choices to be made, no personal inputs and no navigation. We go back to the future: a world devoid of EPGs, catalogues and apps.

‘Channel Me’ and ‘television’ become the same thing.

The vision is that this state of ‘television on’ should never disappoint because the television platform understands us so well. We only turn TV off (the second of two options on the remote control) when we can spare no more time.

To achieve this UEX perfection, we need new approaches to data analytics and recommendation, new approaches to content aggregation and presentation, and completely new inputs into the algorithms that will determine our viewing. Viewing behaviour, historical likes and social links are just the starting point. This 5-10 year vision requires that television harnesses ‘presence detection’ to avoid log-ins, body sensors to determine our physical state and real-world behavioural sensors to predict our mood – like the way we are driving our connected car home from work.

Koster is convinced that this television paradise will be born out of today’s Pay TV ecosystem and not Silicon Valley. But given the technology innovations that will be needed, investments will rely on scale. That is why he is hoping that other Pay TV operators will buy into this vision and that vendors will want to get onboard, too.

This forum is intended to kick-start a debate about the long-term future of the television UEX and the advanced technologies and emerging ecosystems needed to make it happen. It is open to any television platform owner, broadband provider, technology vendor, content owner or consultant who wants to help create the perfect UEX before Apple or someone else does.

You don’t have to share Arian Koster’s vision and you may have your own (and perhaps less radical) ideas about how to achieve TV paradise, and these will be welcome. You should, however, share a determination that the established TV industry must own the user experience ten years from now.
Chair: Fabian Birgfeld, Partner, W12 Studios

14:00 Making TV fun again, with a one-button television experience

  • What is wrong with the TV user experience today; How real is the ‘paradox of choice’?
  • Why we need to simplify television to a one-button experience again – ‘on’ or ‘off’
  • What TV 2021 looks like when it is ’on’: a single ‘channel’ of everything we want
  • Radical new data inputs that enable perfect personalised TV, drawn from the IoT.

Arian Koster, Senior Product Owner for TV, KPN 

14:15 Digitalisation of TV – TV vs Internet, friends or foes?

  • TV Remains the “Kings of Media”
  • Rise of multiscreen and on-demand services
  • Reshuffling of the value chain – new media’s impact
  • Examples of how TV and OTT can “win” together

Christophe Rufin, Director – Cloud, TV & Entertainment Ecosystems, Orange

14:30 Building the infrastructure for secure data gathering and aggregation

  • Enabling streamlined operations and economies of scale for Pay TV data gathering
  • The potential for integrating ’IoT’ and TV data ecosystems in the home and cloud
  • Taking care of data security in a world where ‘personalisation’ has privacy implications
  • Why the Pay TV industry has the skillset to own the data-driven user experience.

Tom Munro, CEO, Verimatrix

14:45 Panel: The 5-10 year roadmap for the television UEX

  • What is ‘Personalised TV’ today and how should it evolve in the next two years?
  • How important is ‘mood’ when presenting TV choices, and how do we gauge it?
  • What could we learn from IoT data sources, like body sensors and connected cars, to enrich viewing?
  • What technologies are needed to present TV as a single, dynamic, made-for-us ‘schedule’?
  • Can content owners maintain brand prominence in a more asset-focused presentation layer?
  • Is it desirable to reduce TV choice to an on/off button, removing EPGs, catalogues, apps and navigation?
  • What alternative visions are there for the long-term television UEX?
  • Who will build the future TV user experience: Pay TV or Silicon Valley?

Chair: Fabian Birgfeld, Partner, W12 Studios
Arian Koster, Senior Product Owner for TV, KPN
Gert Marien, Incubation Manager – Telco Cloud & Media, Proximus
Richard Dowling, VP, Product Services, ThinkAnalytics
Erwan Nedellec, Senior Expert on Audio Video devices, Orange
Dr Randolph Nikutta, Leader Interactive High End Media, Deutsche Telekom Innovation Laboratories

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