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Eighteen per cent of service providers plan to deploy a new online TV solution as a replacement for their existing Pay TV platform to enable them to reach multiple screens, according to a live poll conducted during this week’s Videonet roundtable: ‘Winning at Multiscreen Video’. Thirty two per cent will evolve their existing Pay TV platform to target other screens and 35% will deploy a new online TV solution to complement their existing Pay TV platform. Though not intended as a definitive guide, the live poll does confirm that there are a number of different multi-screen deployment strategies, all of which are considered viable.
In the live discussion, which is available to view entirely on-demand for no charge, Stéphane Eymard, Product Line Director at Orange, said the first benefit of offering multi-screen video services is to meet customer demand. “If you take any customer and ask him what service he wants to see on the tablet and mobile phone he says video: live TV, catch-up TV and VOD. Almost 80% of them will give you that answer.” Interestingly, a second important driver is demand from content partners, including major studios, who want video everywhere to help drive pure digital purchases.
Eymard said multi-screen video also benefits a company like Orange by boosting demand for fixed and mobile broadband. “90% of the bandwidth used is now for video content,” he revealed. “Video is a big reason for people to come to our networks so as a broadband and mobile operator we have to help users access that type of content.”
The round-table considers the next steps in multi-screen video for service providers who are either delivering their own TV Everywhere offer, trying to monetize the multi-screen video being delivered over their broadband networks, or who are tackling both challenges at the same time. David Meredith, Head of Consumer Innovation at TalkTalk Group, Simon McGrath, VP and GM Europe at thePlatform and Andrew Brown, VP Business Development & Commercials at Alcatel-Lucent were the other guests.
They talk about the business models for multi-screen video, how you can differentiate multi-screen offers, how to scale these services and finally they consider the likely impact of online delivery models, including whether long-tail cable VOD or even entire IPTV services can migrate to online-only.
Meredith at TalkTalk revealed that his company wants to differentiate itself by providing the best customer experience for online video consumption, optimised for each device using an on-net CDN approach. The company wants to partner with content providers to give them quality guarantees. His company has an existing IPTV platform and will extend that to support YouView when it launches but the focus is on the managed CDN strategy. “Our intention with YouView is to become a content delivery partner working with content providers,” he said.
The live debate included audience questions and you can see the panel address this one: “Is multicast delivery direct to the STB on death watch? Is OTT with adaptive streaming a viable proposition to existing subscribers for delivering not only VOD but linear TV to multiple screens.” The results of a second audience poll, outlining the expected timeframe for Pay TV multi-screen deployments, can also be seen.