Wednesday, 30 November 2011

Connected TV goes global with new industry body

This week saw the launch of the Connected TV Marketing Association (CTVMA), a new marketing body for the worldwide connected TV industry. The CTVMA is an international body, which will bring together the equipment manufacturers, operators, advertisers and broadcasters working to develop connected TV content and services.

It’s a welcome move in the promotion of internet ready TV sets and STBs, and hopefully a significant step towards helping the connected TV market reach its full potential.

With a fifth of TV sets to be connected in five years and the digital switchover upon us, as an industry we need to embark on a programme of significant consumer education in order to boost market performance. Consumers need to have the most up to date technology and be made aware of the innovative services that are actually available to them.

We’ve already seen that marketers are missing a trick by leaving IPTV devices out of their marketing campaigns. It’s a catch 22. As marketers wait for consumers to demonstrate interaction with brands on TV sets, without providing the content, consumers have nothing to interact with. As the CTVMA gets to work, we look forward to seeing the next generation of broadcast content and marketing campaigns across all devices in the connected home.

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