magazine - Connect-World

Quality content distribution
“Delivering different types of content to different devices is especially complex when it
comes to processes and distributing across networks. Live content particularly must be
authenticated by subscribers on authorised devices before it can be viewed, adding yet
another level of complication.”
expect this type of content on-the-go. Events
such as The 2012 Olympics and Paralympics
pulled in record number of online viewers
around the world using different devices to
witness history being made. Consumers want
to watch more live content wherever they are
providing an opportunity for broadcasters
and Pay TV providers to take the competitive
advantage and secure its position far ahead of
OTT service providers.
To achieve this however, it is critical that
certain elements are guaranteed. While the
availability of different types of content is
key, equally valuable is the assurance that the
content will be delivered without interruption.
Authentication and content access must be
seamless and guaranteed and every viewer
ideally needs to enjoy the high quality
viewing experience on every size screen and
from every type of network.
Getting to the finish line
In the race to gain this competitive edge,
certain challenges need to be addressed
before TV Everywhere or OTT can really
take off. Firstly making content available
by securing the rights to broader content
distribution such as live content is necessary.
PayTV providers have the benefit of being
able to extend in-home access to live TV
content, without incurring additional charges.
OTT providers must negotiate new contracts
for multiscreen live TV and do not have
the large subscriber base and budgets to
consolidate their case.
Delivering different types of content to
different devices is especially complex when
it comes to processes and distributing across
networks. Live content particularly must be
authenticated by subscribers on authorised
devices before it can be viewed, adding yet
another level of complication.
Coupled with the variety and availability
of new content as well as the processes
involved, consumers are in need of
additional education about the realms of
TV Everywhere services. Knowledge of
what content is available across devices
fragmented and is an area that is in need of
support. What we do know however is that
according to ABI Research, in addition to
the computer, Apple’s iPad continues to be
the most supported TV Everywhere device,
particularly in the US market. In fact, it
suggests that iOS and Android smartphones
and tablets capture the lion’s share of
device support, besting even the popular
game consoles, reinforcing the importance
mobility plays in the future of the TV
Everywhere market.
Quality viewing = opportunities for revenue
Beyond variety, security and availability,
quality remains a significant hurdle to
overcome. We know that the technology is in
place to offer wider reaching TV Everywhere
services. Investments are being made in
varying amounts across different regions
towards building robust infrastructure that
will deliver online video without interruption.
The fact is a huge overhaul and massive
investment is not necessarily the solution.
Software is available today that can pre-empt
the level of optimisation that is necessary
to resolve quality issues and interruptions
to video. By switching between content
delivery networks (CDN) such technology
can ensure that video is delivered optimally
allowing for fast start up times, no buffering
and at a highly sustained bitrate. To achieve
this level of quality however, broadcasters,
publishers and content owners need to be
armed with the right data that illustrates the
Quality of Experience (QoE) for each of
their viewers. This knowledge and insight is
extremely valuable as equipping publishers
with real-time QoE data will mean revenue
opportunities can be leveraged to help grow
audience numbers and consolidate the brand.
Publishers are particularly interested in seeing
how long each viewer watches and how
often each viewer returns to watch more. By
eliminating buffering, avoiding video start-up
failures and improving video bit-rates across
all devices, a typical premium long form
Video On Demand provider, with 10 million
views per month, should increase revenue by
approximately £1.9 million monthly.
The concept of TV Everywhere is exciting
and clearly within reach, yet challenges
remain. TV Everywhere will allow content
owners to extend the relationship they
have with current subscribers onto digital
platforms in a personalised way and
represents expansive opportunities for
revenue. With this in mind, it is important
to note that while variety and availability of
content will determine the success of TV
Everywhere, QoE will determine its purpose
and will reign supreme. •
Connect-World now on
Facebook & Twitter
Connect-World, the world’s
foremost discussion forum for
leaders in the ICT industry, is now
available on Facebook and Twitter.
The world’s top ICT decision
makers express their opinions in
Connect-World. They use clear,
non-technical, English to discuss
how ICT helps shape regional
and global development. The
articles essentially examine the
influence that ICT products and
services have on the way people
live and do business. With
separate editions for each of
the world’s regions, the reports
highlight the most important ICT
trends and issues influencing
socio-economic growth.
Connect-World is now available
to follow on Twitter (http://twitter.
com/#!/ConnectWorldICT) and
Facebook http://www.facebook.
com/connectworld.ict
Also, it is still possible, for FREE,
to directly access all past and
present Connect-World articles,
ICT Industry press releases,
eLetters, ICT News and more at
www.connect-world.com.
18 • EMEA 2013