Making the most of exclusive premium content

Already in 2013 we are seeing premium online services providers exploring new ways to differentiate their services. If 2012 was all about VoD providers such as LoveFilm and Netflix striving to get viewers connected across an increasing number of devices, then 2013 is about the battle for exclusive content and how best to exploit it.

Netflix has exclusively made an entire new series available to its subscribers featuring Kevin Spacey whilst LoveFilm has agreed a deal to stream 11 original children's and comedy TV test pilots produced by the studios of its parent company, Amazon.

Netflix has come a long way in its first year in the UK, and by making a new series exclusively available all at once, it is changing the way that consumers consume content. Are the days of waiting a week for the next episode of our favourite drama coming to an end?

YouTube delivers online movies on demand

YouTube has now launched its online movie rental service in the UK. It’s a welcome addition to YouTube’s online video services, bringing premium media content to consumers in just a few simple clicks.

The launch follows in the footsteps of Amazon and Apple, and could be a serious contender to LoveFilm and the iTunes store as it’s proved itself to be an online community, rather than just a portal for video streaming.

YouTube is bringing the service to the UK after launching in the US and Canada. This is only the third market that YouTube has launched the service in, highlighting the increasing demand for digital content in the UK. By hosting this content online these services not only deliver access to a huge archive of media content, but also give viewers the freedom to watch what they want, when they want.

These services have also embraced the ‘app’ providing the ideal format for multiscreen viewing. By downloading these apps to the TV, tablet or smartphone viewers can watch movies, TV shows and music videos on the go. And, with technology like our own ANT Galio Move application, viewers can stream live and recorded programmes from their TV device direct to their tablet or smartphone anywhere in the home.

Getting personal

The Government is making plans to broadcast a daily “Community Minute” with the aim of encouraging people to get involved in local community projects. The 60-second segments will be shown on ITV, Channel 4 and Five, showcasing local projects that viewers can get involved in.

The announcement follows news earlier this year of plans to introduce a ‘yellow button’, to deliver more localised TV news services to towns and cities.

It’s clear that there is a growing level of awareness throughout the broadcast industry as a whole, for the demand for more personalised services. But it doesn’t need to stop at a local level. Recommendation engines can be utilised to suggest TV programmes and products to consumers, based on their viewing history, allowing them to cut through irrelevant content. As consumers we’re already used to this on the web when using websites like Amazon.

The convergence of broadcast and broadband content through connected TVs has opened the gates to a whole new world of media content for viewers. But both advertisers and broadcasters are at risk of overwhelming viewers with too much choice. It’s all about striking the right balance; enabling consumers to access a wealth of media content and enabling them to access it quickly, so they can get the most out of their TV viewing experience.

IPTV World Forum - Day 2

The show picked up on Thursday, with evidently more visitors passing by our stand than on Wednesday. Whilst, I didn’t get as much of a chance to walk around yesterday, here’s my take on what was sparking the interest in my industry discussions.

With the general tone of discussions swayed towards the development of open IPTV standards, both operators and manufactures were showing great interest in the sharing of practical specifications on IPTV standards and the development of commercially viable IPTV models. Much of the questions thrown my way were around our open developer platform, the ANT Academy. And, on stand we had firm interest from a several new companies interested in joining the platform to help shape their propositions.

What’s more, our Amazon TV shopping application demo was drawing in the attention on stand. A great example of a practical way to implement and monetise third party content on an IPTV platform, visitors were intrigued by the search capability, which provoked discussions around consumers’ expectations.

All in all, it was nice to see some traction building up for the IPTV industry and it seems the whole eco-system is shaping up nicely for the industry.