"TV Everywhere: Ready to Break Out?" at The TV of Tomorrow Show 2014

[itvt] is pleased to present a video recording of the TVOT 2014 session, "TV Everywhere: Ready to Break Out?" The session was described in the show brochure as follows:

"According to a new research report from NPD Group, around 21% of pay-TV customers are now using TV Everywhere services at least once a month--a figure which, while somewhat encouraging when compared to statistics from just last year, shows that TVE still has a long way to go before it can be considered a truly popular medium and its roll-out judged an unqualified success.

This session will explore what the various TV Everywhere stakeholders--pay-TV operators, programmers and technology providers, as well as the industry organizations that represent them--can do to accelerate TVE's uptake and usage; and will also attempt to identify and assess new monetization models that will likely evolve as TVE services become more widely used and programmers and operators increase the amount of live and on-demand programming available across platforms. Questions to be addressed include: How can the authentication process be simplified or even--at least from the perspective of the pay-TV subscriber--be completely eliminated? How can the viewing experience be improved and enhanced--for example through personalization technologies and deeper social media integration--so as to encourage more engagement with content, longer viewing sessions and viral promotion of TVE services? What infrastructural considerations need to be in place to ensure broader availability of live TVE programming? How are broadcasters planning to improve tracking and analysis of cross-platform TV viewing? What technical and business issues are holding up the wider deployment of dynamic ad insertion for TVE? What options are available for incorporating advertising into the apps through which TVE is delivered? And how important to the future of TVE are industry initiatives such as CTAM's newly published 'UX Recommendations'?" Panelists included:

  • Angie Britt, VP of Advanced Products, CTAM
  • Scott Brown, SVP of Strategic Relations, Nielsen
  • Colin Dixon, Owner and Principal Analyst, nScreenMedia (Moderator)
  • Chris Falkner, SVP of Advanced TV for NBC Broadcasting, NBCUniversal
  • JR Grant, VP of Product and Technology, Digital Media, Disney/ABC Television Group
  • Jeremy Helfand, VP of Adobe Primetime, Adobe
  • Hilary Perchard, VP of Business Development, Sky

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