The connected tv is now a reality with 7 million computers susceptible of being
12/11/2013
In the traditional annual conference organized by the Spanish Association of Television interactive)AEDETI), representantes de las cadenas de televisi n, fabricantes de equipos y broadcasters se han dado cita en Madrid para tomar el pulso a la implantaci n de la televisi n h brida, as como la respuesta de radiodifusores, fabricantes y desarrolladores ante las oportunidades que ofrece el entorno h brido HbbTV.
En una mesa redonda moderada por Jos Luis V zquez, presidente de AEDETI, y que ha contado con la participaci n de Francisco Asensi, director de desarrollo de negocio de TVE; Jos Manuel Gonz lez Pacheco, director de Atresmedia Digital, Amadeu Gass , director de explotaci n e ingenier a de TVC; e Ignacio Arrola, director de marketing de Mediapro, se ha analizado el papel de los radiodifusores ante la oportunidad que supone la televisi n h brida.
Asensi ha compartido la experiencia de RTVE en televisi n h brida con Bot n Rojo', centr ndose en la apreciaci n que tienen los usuarios de este tipo de servicios. Es importante que el consumidor conozca las posibilidades que se le abren con el Bot n Rojo de TVE. Existe una barrera de desconocimiento tecnol gico. Si la tecnolog a es una frontera y no un facilitador, deber amos reflexionar sobre ello.
El HbbTv deber a ser invisible a estos efectos a consumidor para que ste no tenga que preocuparse con los detalles tecnol gicos del servicio , ha destacado Asensi. Asensi tiene claro, sin embargo, que a pesar del buen funcionamiento de ese bot n rojo , que el resto de cadenas presentes en la mesa redonda alabaron, ahora toca pasar la voz al consumidor, que vea qu le ofrecemos y todas las alternativas que puede tener para poder comprar un dispositivo de este tipo .
Por ese motivo es por el que reconoce que lanzaron la idea del bot n rojo , para dar a conocer las posibilidades que ofrece la TV h brida , que dice est permitiendo que el espectador se de cuenta de que con ella se le est ofreciendo algo nuevo . Lo de menos es la tecnolog a que va vinculada a este servicio, hay que hacer que sta sea invisible, porque la gente tiene que saber que no debe conocer cosas tecnol gicas para poder acceder al servicio .
El director de negocio de TVE aclar que en Espa a el televisor se compra para ver televisi n y de ah la necesidad de crear contenidos y no ir muy deprisa. Mientras que para Francisco Asensi no se puede aturullar al espectador, hay que ir paso a paso , para Ignacio Arrola hay que correr el marat n, pero haciendo los tiempos que podamos . Eso s , Amadeu Gass Gimeno, quiso puntualizar que la TV h brida es sobre todo TV, no Internet .
Aunque resalt que la HbbTv es sencilla y muy buena para los usuarios, si las cadenas no tienen m s servicios que ofrecerles al final stos se ir n a los smartphones . De momento, las pruebas que est llevando a cabo la auton mica catalana, al igual que TVE, tambi n le est n deparando buenos resultados de audiencias, y sin haberlo publicitado . Por todo ello pidi a los fabricantes que sigan apostando por receptores de TV h brida, porque si no estar n cometiendo un error estrat gico .
Para Jos Manuel Gonz lez Pacheco, m s que una carrera de F rmula 1 lo de la TV h brida es un marat n, en el que no hay que ir muy r pido, porque tiene que haber un desarrollo de mercado, que los usuarios se acostumbren a ello, algo que todav a no se ha logrado, un parque de receptores y un desarrollo de mercado . Eso s , pese a todo es optimista, hay signos de que ahora se puede apostar por todo ello de una manera m s activa .
Tambi n lo es Ignacio Arrola, director de Marketing de Mediapro, que festej que un usuario de Gol TV, sin necesidad de ser cliente, ya puede acceder a contenidos, con lo que tenemos la posibilidad de ense ar nuestro producto , aunque que indic que el principal problema que ve en el tema de la tv h brida es que lo confundamos con internet .
Arrola ha destacado las posibilidades que para Gol Tv est suponiendo la televisi n h brida para ofrecer, incluso a los no abonados, un contenido como los res menes o los previos de los principales partidos. Esto est permitiendo a la televisi n de pago de Mediapro captar nuevos suscriptores. Para el cliente tambi n se abren nuevas posibilidades como ver un partido en diferido en cualquier momento. El servicio de televisi n h brida de Gol Tv, apenas 21 d as despu s de su lanzamiento y sin ning n tipo de promoci n a n, ha atra do a 80.000 usuarios que han accedido a 240 v deos.
Por su parte, Gass ha hecho hincapi en la necesidad de la universalizaci n del servicio independientemente del receptor que tenga el usuario o del proveedor de conectividad. La televisi n h brida no es Internet, es televisi n y ste es un aspecto a tener muy en cuenta por quienes gestionamos contenidos y por las propias estructuras t cnicas ha asegurado.
En muy pocos a os la televisi n conectada ser masiva de los hogares y esto conllevar un cambio importante en los h bitos de consumo, ha defendido Gass . El servicio HbbTv de la Corporaci Catalana es l der con un 33-35% con respecto a otras plataformas de smart tv.
La televisi n h brida supone ventajas para radiodifusores, consumidores, fabricantes, desarrolladores y creadores de contenidos, ha se alado Asensi. Una de las cuestiones en las que ha hecho hincapi la mesa redonda es que el sistema de medici n no est pensado para este nuevo entorno de televisi n conectada h brida.
Es necesario instaurar con urgencia y entre todos los agentes un modelo de medici n de audiencia que tenga en cuenta la distribuci n multidi
LINK: | http://www.panoramaaudiovisual.com/en/2013/11/12/the-connected-tv-is-n... |
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