Succeeding in Video by Enhancing the Viewing Experience
Todays hotly contested pay-TV market is getting increasingly aggressive. Multiple OTT services are competing to capture market share as the transition from traditional pay-TV services to internet-based services keeps accelerating. But these market dynamics are also creating an environment where regional US pay-TV service providers could enjoy a clear advantage.
This was the focus of the recent Light Reading webinar, Getting Personal: How Regional & Local Service Providers Can Succeed in Video by Enhancing the Viewing Experience. Moderated by Light Reading's Cable/Video practice leader, Alan Breznick, the webinar featured panelists John Warmath, CEO of 1Tennessee; Dustin Twyman CTO of 1Tennessee; Michael McLaughlin, CTO of IPVconnect; and Rohit Mehra, Sales VP of NAGRA. All participants shared their perspectives on consumer expectations, the profitability potential of pay-TV service, the benefits of switching to IPTV and how to select the right partner to achieve your objectives.
A market driven by consumer demand
Kicking off the conversation, Breznick queried the panelists on what consumers are seeking and expecting in a pay-TV service today.
McLaughlin weighed in on the challenge with his customer base, mainly consisting of private communities and MDU-type environments, looking for compelling reasons not to just think of IPVconnect as a broadband service provider but also as a provider of video services. Given the crowded video space, IPVconnect zoned in on providing a package of services that distinguishes them from competitors, featuring localization, custom channel options and PPV options.
People are looking for a more and more complex feature set, content aggregation, content discovery, and they want it in an intuitive, easy-to-use package, added Warmath.
Unique opportunities for local and regional providers
The key to all this is the matter of profitability. When asked if pay-TV services can still be profitable for local and regional providers, the panelists shared their perspectives.
You have three strategies, kill TV, let it die slowly, or invest to stop the attrition that everyone is seeing. This depends on the provider but, a substantial number of our customers want to do business locally. If we can provide a product and a service that lives up to their expectations, they're going to do business with us, especially when it comes to seeing local sports and news. It really comes down to providing that product that fits their expectations and moves seamlessly between services they're choosing are with the ability to use their own devices, stated Warmath.
Twyman added, Competitors such as Hulu or YouTube TV now cost $70-80 by themselves and don't give you all the content that we can provide the customer. And, with the box rental costs not associated with the new service on the CAPEX side, I think it is a more profitable situation. Traditionally, you would have spent all your money on the CAPEX side and keeping the headend going.
Reaping the many benefits of a compelling consumer offering
Along the way of implementing the new solution, the panelists uncovered surprising insights with both consumers and their own teams. These learnings shed light on how smaller service operators can create a compelling consumer offering with many benefits.
The television is not the only platform anymore. It has amazed us, particularly in the plus-55 community, how open and excited they are about being able to have different viewing options. When we first introduced this to our customers, we thought our take rate for devices such as Firesticks would be really focused on our younger tech' community. But what has been a shocker is that our plus-55 community is successfully using the Firesticks today, noted McLaughlin.
Twyman added, This product can be launched in less than 30 minutes for a whole house. And, you're giving the customer DVR services from their mobile device, their iPad; there are just so many different variations of what you're giving the customer that they would never get from a traditional system. Once customers experience it, they don't want to ever go backward. Additionally, 1Tennessee has experienced a pleasant surprise from a technician side of things as well. No one wants to go into a house and rewire five boxes that will go away in the future anyway.
Final words of advice from the experts
When asked how do you overcome the financial hurdles to make the transition to IPTV? The panelists each shared advice for operators considering the switch.
Do your research. Find a good solution provider that will work with you and help you fill some of the holes that you don't already have on your team, some that will be committed to making it happen, stated Warmath.
McLaughlin added, There are many legacy providers out there claiming to do IPTV. But when you look underneath the hood, it's basically an add-on to what they have been providing. Although there's a significant investment in this, at the end of the day, the return on our investment we feel is very reasonable. If you're looking at a smaller customer base, it amazing how affordable this is.
NAGRA plays an important role in helping operators transition to IPTV to serve consumers and customers better. We work with its partners to deliver a fully-featured hybrid streaming solution powered by the OpenTV Video Platform. The solution enables operators to optimize the customer experience against their local requirements. With a low-touch market entry proposition, this turn-key solution is designed to deliver the benefits of a tier-1 solution without the hefty price tag.
The webinar is accessible in its entirety to learn more from panelists on how your pay-TV business can benefit from this inn
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
07/10/2026
Dalet, a leading technology and service provider for media-rich organizations, today announced the latest Long-Term Supported (LTS) release of Dalet Flex. Build...
06/09/2026
June 9 2026, 23:00 (PDT) Dolby and MagentaTV Bring Fans Closer to the FIFA Worl...
04/08/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
15/07/2026
The 2026 FIFA World Cup is a big deal for DAZN, which has distribution rights in three markets: Italy, Spain, and Japan. Each requires a different editorial app...
15/07/2026
As sports-media organizations manage rapidly growing content libraries and incre...
15/07/2026
HBS director of digital Johannes Franken talks SVG Europe through the operation built to serve FIFA World Cup 2026 rights holders remotely from Stratford, east ...
15/07/2026
IBC has unveiled the conference program for IBC2026, with this year's event ...
15/07/2026
Software-defined wideband RF platform supports 96-kHz monitoring, streamlined fr...
15/07/2026
New AI-powered module enables broadcasters and content owners to extract dialogu...
15/07/2026
Weeklong gathering at EBU headquarters will test new IPMX capabilities and expand certified product ecosystem...
15/07/2026
Force Tech has announced the appointment of Bryan Adams, CTS, as Vice President of Integration. Adams will oversee AV and broadcast integration project delivery...
15/07/2026
USA Sports has announced an exclusive English-language agreement with the Bundes...
15/07/2026
ITV Sport's FIFA World Cup 2026 coverage has been produced from one of the m...
15/07/2026
Program will provide professional camera kits, training, and technical support to participating local newsrooms...
15/07/2026
San Francisco church becomes first U.S. deployment of the 2 M/E production switcher...
15/07/2026
Former ESPN and NFL Network executive to advise startup league on media, distribution, technology, and fan engagement...
15/07/2026
The Houston-based RSN is the live-game home of the Astros and Rockets...
15/07/2026
Launched alongside new FreqSoft installer
Designed to bridge the gap between hardware and software, Freqport's FreqInOut FO1 unit provides a simple way ...
15/07/2026
Save up to 55% on software until 23 July 2026
Expressive E have just launched their Summer Offer sale, with discounts of up to 55% now applied across their ...
15/07/2026
Real-time stem-separation tool updated
zplane have recently released a new and improved version of their real-time stem-separation plug-in which they say ma...
15/07/2026
A new benchmark in bass enhancement
Described as a new benchmark in bass enhancement , Baby Audio's latest release has been designed to augment the lo...
15/07/2026
DMC Production's AR 1 and AR 2 units reverse the conventional OB workflow, keeping all production-critical processing at the venue while operators work remo...
15/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
15/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
15/07/2026
GigaCloud, a leading Ukrainian cloud service provider, and Cubbit, the first geo-distributed cloud storage enabler, today announced a new Business Alliance Part...
15/07/2026
SMPTE, the global society for media professionals, technologists, and engineers, has announced the launch of the SMPTE 110th Anniversary Campaign, a fundraising...
15/07/2026
Studio Technologies, a leading manufacturer of high-quality audio, video, and fiber-optic solutions, unveils the new StudioComm Model 762 Stereo Level Control, ...
15/07/2026
COW Jobs: Producer, Virtual Events - Hybrid, Full Time, Salaried
Brie Clayton July 15, 2026
0 Comments
Producer, Virtual Events (Hybrid | Full-time | ...
15/07/2026
Brazilian media organization builds nationwide CDN with Broadpeak's high-performance software for low-latency streaming and new content distribution service...
15/07/2026
DHD announces a new utility designed to increase the efficiency of its audio mixing systems during initial installation and subsequent configuration.
Anyone w...
15/07/2026
BCNEXXT Brings Next-Generation Vipe to IBC2026, Breaking the 1:1 Channel-to-Server Ratio New innovations liberate broadcasters from legacy playout infrastructur...
15/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
15/07/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
15/07/2026
Wednesday 15 July 2026
Screeners and press pack now available: Gomorrah: The Or...
15/07/2026
Trinity's Treasures features Ruth Negga, Eleanor McEvoy, and David Norris, a...
15/07/2026
Join geographer Dr Susan Hegarty, Engineer Tim Joyce and Architect Orla Murphy a...
15/07/2026
Home to leading manufacturers, robotics pioneers, infrastructure builders and gaming, of course, Japan is one of the world's centers of AI - building across...
14/07/2026
South end zone videoboard, cloud-based control system will be ready for 2026 football season...
14/07/2026
Redesigned website, enhanced mobile app unify content, ticketing, and personalized fan engagement...
14/07/2026
Agreement spans sponsorship sales, digital monetization, radio production, and new practice facility naming rights...
14/07/2026
Independent league adds 14 regional sports network affiliates, growing distribut...
14/07/2026
New strategy aims to unify competitions, content, fan engagement, and commercial...
14/07/2026
ESPN and Disney+ become exclusive home of PFL events in key international MMA market...
14/07/2026
Gill will oversee engineering, technology, and sports operations across the company's 64 local television stations...
14/07/2026
Submitted by North American Broadcasters Association (NABA)
As broadcasters con...
14/07/2026
Modernized mobile unit combines HOME Apps, mc 56 console, and IP infrastructure ...
14/07/2026
Every match of the 32-team tournament will air across ION and Scripps Sports platforms in English and Spanish...
14/07/2026
FloHockey to stream every game of the annual international tournament under four...
Succeeding in Video by Enhancing the Viewing Experience
