TV Competition Heats Up with Connected
With CES 2014 right around the corner, many are looking at the growth potential for new market segments like wearable technology, connected gadgets, and more. But now one of the traditional electronics categories is getting an infusion of new technology—the television.
What can you expect to see from the connected-television companies at CES next week and throughout the course of the next year? Rob Aksman, cofounder and chief experience officer, BrightLine, www.brightline.tv, says next-generation interfaces. “I would expect the interfaces to take a nice leap in terms of intuitiveness and usability for consumers.”
Picture this: With the entire Internet at a viewer’s fingertips, consumers are able to use their voice to search for specific programming. Not only that, but the television recognizes viewing patterns, making recommendations about other shows or content to watch. What’s more, there will be a deeper integration with that content across multiple screens.
This is the future of the connected television that Aksman points toward, and it is being driven largely because of new competition in the television space. Historically, Aksman says, there was really only one choice on how users consumed content, but now the consumer has options, which is requiring the providers to up the ante against each other.
“For the first time ever really, because there is competition in the living room, the experiences are evolving at a rapid clip, and everybody is responding—cable, satellite, teleco. (They) are upgrading their search and discovery and their interfaces, their guides, their on-demand libraries to keep pace with the growing library of choice that a consumer has from the game consoles, the over-the-top devices, and the smart TVs that are now available to them.”
While consumers are going to have an overall more interactive viewing experience, businesses will also have more opportunities with the advent of the connected television. With social, commerce, analytics, and next-gen search and discovery, businesses will be able to find new ways of monetizing the TV experience, due to the deeper level of interaction.
“What connectivity allows us to do is create deeper, richer experiences with the viewer, but then also deeper, richer, realtime analytics for the advertiser,” says Aksman. “It is truly bringing all the benefits of digital to the television advertising experience for both the consumer and the advertiser.”
He continues saying that with the data the surface is just being scratched in terms of what can be done from an analytics perspective. Stay tuned. There will likely be an even bigger story to tell with the connected TV in 2014.
Looking to learn more about the connected television and how it will impact your personal or professional life? Check out the 2014 Connected World Conference. Aksman will lead a discussion on Tuesday, February 11 about the future of the television.
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