Joe Marchese, who is responsible for advertising revenue at Fox Networks Group, says TV cannot compete based on impressions. It must deliver attention, in increasingly variable lengths, with a sliding scale of what each ‘view’ is worth. He also repeated the idea that the scramble for digital impressions, regardless of their quality, is media’s equivalent of sub-prime mortgage madness.
There are no drum rolls for this proof-of-concept – it is not VR and does not require an entire ecosystem to fall into place. But TVlights does take the television we already have and make it more enjoyable by ‘projecting’ synchronised light around a room, with the colour and intensity matched to on-screen action in a kind of ‘surround-light’ experience. It is based on STB software integrated with Philips HUE smart lights.
Cadent Technologies has integrated its addressable linear DAI solution into its unified multiplatform advertising system. If one targeted campaign has been served too many times on a tablet, the STB knows instantly and chooses a different one. Ad decisioning is performed in real-time in the cloud and even ad copy can be unicast for just-in-time splicing on the STB.
The IPTV giant has been using Zenterio OS for new set-top boxes in Romania, Hungary and Croatia. At OTE in Greece, Zenterio OS has been used to power a new hybrid platform and upgrade the legacy satellite STBs. Now Deutsche Telekom has deployed the software in Germany for its new ‘Start’ service.
Multicast ABR means you can stream popular live channels, including sports and 4K, across a managed CDN and keep a lid on bandwidth costs. Low-latency means multiscreen viewing, including on widescreen connected TV sets, feels like broadcast. Two of the hurdles have been cleared if you want to unify all video delivery around HTTP-ABR.
Do multiscreen providers operating their own virtualised platforms gain a ‘best-of-breed’ advantage?
Virtualisation has many benefits, starting with increased agility, but what about the argument that it will turbo-charge best-of-breed flexibility and give long-term competitive advantage to multiscreen providers who operate their own headends? Barry Flynn has been asking whether the theory stands up, and if the OVP managed operations alternative can compete.
The unified headend, which combines previously separate broadcast and multiscreen video processing platforms, is the natural next step for television operations and can have a significant impact on operations costs, agility and therefore competitiveness. Codec convergence and the performance of software-based video processing are leading media companies in this direction. A non-live shadow workflow can be used to prepare for the migration.
The new online video offer from Amazon represents a new kind of aggregator, a super-app that pulls together multiple subscription online services under a single brand, bill and user interface, with some content appearing a la carte for the first time. Analysts do not agree on the threat it poses to Pay TV, with one dismissing the likelihood of increased cord-cutting and another saying it threatens Sky’s dominance in the UK and Germany.
NOS in Portugal will launch an all-IP version of its UMA next-generation gateway next year, also based on RDK. Liberty Global will deploy the Horizon UX on top of RDK on its new all-market EOS/V6 hardware platform later this year. These companies, Vodafone Germany and Comcast have all been revealing how RDK has improved their lives.
The media buyer is worried that SVOD is taking viewers away from advertising and has indicated that it would welcome ad-supported offers from today’s popular SVOD services. GroupM hopes broadcast partners will give it the large scale addressable capabilities it wants – but Netflix ads would certainly increase the incentive for broadcast innovation.