Sony Pixel Power calrec Sony

The new challenges in OTT

01/07/2022

iWedias J r me Vial takes a look at the OTT landscape

By Contributor

Published: July 1, 2022

iWedia's J r me Vial takes a look at the OTT landscape

target=_blank title=Share on LinkedIn class=share-linkedin>

The world of OTT has been in a state of rapid evolution for the past couple of years, and the Covid-19 pandemic only accelerated this growth as consumers turned to streaming services in huge numbers for entertainment and news during lockdowns.

The first - some may say only area that TV operators must address is their added value to customers. Operators do not necessarily have the brand recognition that Netflix, Amazon, Hulu and other platforms do for video services; they are simply the shop window' for many streaming brands. Only a few provide their own content and even they are fighting an uphill battle, so they need to focus on improving and enriching the quality of the user experience (UX).

First and foremost, quick and simple content aggregation from all platforms is key for the subscribers to an operator's pack. Customers do not want to search for a film or TV show on several individual platforms, so the value for operators here is to enable customers to search across multiple platforms in one pass to find that piece of content. We have seen a few solutions that offer this feature being deployed and they clearly provide a very strong value for the end-users, but once again operators must make sure they spend time on the user interface.

Then, an efficient recommendation engine is also a big value service, if done properly. There has been some very good progress in this field, and a recommendation engine improves over time with growing data. Nonetheless, a user will still get the random and perhaps bizarre recommendations' made by a streaming service! Operators need to use content metadata, live content and customer profile data, and harness technologies such as AI to pinpoint viewing preferences in order to make more accurate recommendations that will be welcomed by the customer.

One of the big attention points for operators currently is that of targeted advertising. While undoubtedly a highly complex technical undertaking, it is a fantastic opportunity for operators to differentiate themselves from international streaming platforms and create new lucrative revenue streams. Again, user experience will be key to make it a solid value-add.

In addition to specific service offerings such as those mentioned above, operators should also make sure they are providing a comfortable, painless user experience (UX) to their customers. Users do not necessarily realise that they are having a good experience, but they certainly know - and act accordingly when it's a bad one. A well-designed interface with easy commands and simple to use search functions will reward operators with engaged and loyal customers.

With the growth in the market for voice assistance, this is an area of opportunity for the operator that pushes its own device into the household to provide a reliable and resilient voice command solution. Technologies are also available today to develop smart UIs that will adapt over time to the user's profile and behaviour.

Similarly, operators that can provide a fluid and seamless journey between platforms on different devices will win loyalty. If a customer pauses an episode of a Netflix show on their home television and later opens the Netflix app on a mobile device, the viewer wants to pick up the show at the scene where it was left - not go back to the start of season one, episode one. Operators need to be able to do this as elegantly as the streaming platforms do.

All these UX elements and value-added services require significant technical integration with the video back-end, which is where specialist integration companies like iWedia come in. The vast complexity of systems needed to deliver a quality OTT service should not be underestimated, so look for companies with global expertise that can help to demystify and simplify it.

What is the future of OTT? People have grown used to multiple platforms, so from that perspective on-demand content is likely to remain strong. Above all, operators should focus on improving and differentiating their customers' experience in order to provide the best possible service.
LINK: https://www.tvbeurope.com/features/opinion-features-2/the-new-challeng...
See more stories from tvb

More from TVB Europe

19/08/2022

BAFTA launches campaign to inspire behind-the-camera talent of tomorrow

The minute-long advert mentions numerous roles within the industry, including coders, boom operators, creative artists, rig makers, and all the people in the cr...

19/08/2022

Investigating the VFX in Only Murders in the Building

How visual effects house Atlanta VFX employed Blackmagic Designs Fusion Studio CFX and motion graphics software for its work on the Emmy-nominated series By Co...

19/08/2022

StreamAMG makes key appointments as it continues to grow

Alex Hunte joins the company as product director, having previously worked at Tottenham Hotspur and UEFA By Jenny Priestley Published: August 19, 2022 Alex...

18/08/2022

Warner Bros Discovery sells stake in GB News

The stake has been sold to existing backers Legatum Ventures Limited and Sir Paul Marshall By Jenny Priestley Published: August 18, 2022 The stake has been...

18/08/2022

How the BBC used a private 5G network for its Commonwealth Games coverage

Ian Wagdin, senior technology transfer manager at BBC R&D, talks to TVBEurope about the broadcasters recent deployment of a private 5G network, and the lessons ...

18/08/2022

Teradek integrates with Sony's Ci to accelerate camera-to-cloud workflows

Sony's Ci Media Cloud will natively integrate with Teradeks 4K HDR encoding solutions, Serv 4K and Prism Flex By Jenny Priestley Published: August 18, 202...

17/08/2022

France's first virtual production studio selects Vicon's mo-cap systems

The virtual production stage will house 60 Vicon Vero cameras plus Sh gun software, enabling performance capture and live camera tracking for in-camera visual e...

17/08/2022

France's first virtual production selects Vicon's mo-cap systems

The virtual production stage will house 60 Vicon Vero cameras plus Sh gun software, enabling performance capture and live camera tracking for in-camera visual e...

17/08/2022

NativeWaves, Net Insight announce technology partnership

Going forward, all NativeWaves EXP customers will receive their services via Nimbra Edge By Jenny Priestley Published: August 17, 2022 Updated: August 18, 2...

17/08/2022

RTL Deutschland co-CEO exits as company shifts towards digital-first strategy

Thomas Rabe has been appointed chairman of RTL Deutschlands management board By Jenny Priestley Published: August 17, 2022 Updated: August 18, 2022 Thoma...

16/08/2022

DaVinci Resolve creates documentary My Old School's retro look

Colour is a crucial part of documentary film My Old School, with one of the main challenges unifying its animated and live sections By Contributor Published: ...

16/08/2022

Meet the audio describer

Take 1's Ryan Hennessey explains how a love for creative writing and film is a great basis for becoming an audio describer By Contributor Published: Augus...

15/08/2022

Sky Studios Elstree selects Xytech's Media Operations Platform

Xytech's Media Operations Platform now manages the studio's scheduling requirements, including studios, ancillary room and equipment bookings By Jenny ...

15/08/2022

Versa Studios makes key appointments

Carrie Reynolds and Edward Harvey are leading the team at Versa Manchester By Jenny Priestley Published: August 15, 2022 Updated: August 16, 2022 Carrie ...

12/08/2022

Cloud cover for Spanish theatre festival

A 4K cloud workflow from TVU Networks has enabled the broadcast of Spain's Almagro Classical Theater Festival for RTVE, who deployed a multi-camera producti...

12/08/2022

My IBC: Andrew Starks, AIMS board member

In a new series of features, Future speaks to a selection of industry stakeholders about their typical IBC routines, and what theyre looking forward to at this ...

12/08/2022

NDI: Connection without complication

TVBEurope sits down for a Q&A with Tarif Sayed, president and GM of NDI Global, to discuss his background, his path to NDI, and what makes it a great fit for co...

12/08/2022

The Guys from IPnema

As open-standards-based IP has come of age as a network protocol for the broadcast, AV and corporate sectors, the emphasis has moved from making essence transpo...

11/08/2022

MediaKind ready to go Live without limits' at IBC 2022

The leading media technology company will showcase its latest innovations designed to exceed viewers expectations by acquiring & delivering live streamed media ...

11/08/2022

Mo-Sys, ARRI, AWS among HPA Award winners

The HPA Awards recognise creative artistry and innovation in the professional media content industry By George Winslow Published: August 11, 2022 The HPA A...

11/08/2022

Meet the composer and sound designer

Sefi Carmel explains why he feels the studio is the place where technology and creativity meet By Contributor Published: August 11, 2022 Sefi Carmel explai...

11/08/2022

IBC to present BBC with International Honour for Excellence

BBC to be honoured at IBC awards, with the shows Special Award going to Sonya Chakarova, Daniella Weigner and Phillip Covell, who brought together more than 400...

11/08/2022

Sky Studios Elstree selects Xytech's resource management solution

Xytech's Media Operations Platform now manages the studio's scheduling requirements, including studios, ancillary room and equipment bookings By Jenny ...

10/08/2022

Meet the entry level camera assistant

dock10s Amy Ashley-Mather reveals how Facebook helped her get started in the media tech industry, and why anyone who wants to work in media should say yes to ev...

09/08/2022

Academy Software Foundation launches playback and review open source tools

The Foundation has also launched a new Digital Production Example Library, created as a vendor-neutral platform for test content with a uniform license agreemen...

09/08/2022

Meet the research and development software engineer

Emotion System's Tristan Sear talks about learning to code with his brothers, and why a career in software engineering means he learns something new every s...

08/08/2022

DreamWorks animation releases MoonRay as open source software

Animation production rendering software was used on such films as How to Train Your Dragon By George Winslow Published: August 8, 2022 Animation production...

08/08/2022

Meet the product marketing manager

Vizrts Elena Petrichevska reveals how a delayed flight led to her joining the media tech industry, and why she thinks its the hidden treasure on the big island ...

08/08/2022

BBC planning to sell EastEnders studios

The BBC said it is exploring the sale of its Elstree base and leasing back part of the facility By Jenny Priestley Published: August 8, 2022 Updated: August...

05/08/2022

Mo-Sys collaborates with Madrid's MR Factory on product development and innovation

MR Factory will gain access to Mo-Sys technology stack, as well as contributing ...

05/08/2022

BBC Studioworks to make significant investment' into Elstree Studios

The agreement between the two companies will see BBC Studioworks take control of George Lucas Stage Two for three years until December 2024 By Jenny Priestley ...

04/08/2022

Live sports streaming at scale with the cloud

With the return of domestic football, Eric Gallier, VP, video customer solutions at Harmonic, explores the current issues facing service providers offering live...

04/08/2022

VFX studio Milk aims to take viewers back in time with Surviving Earth

Milk will develop and create digital environments, landscapes and creatures for the series which takes audiences on a journey to learn the lessons from past mas...

04/08/2022

Take 1 acquired by captioning company Verbit

The deal will enable Verbits customers to benefit from Take 1s expertise in unscripted production workflows, Ofcom and FCC compliance and multi-language audio d...

04/08/2022

Jamie Mackinlay to lead MetaBroadcast

MetaBroadcast serves 70 broadcasters and 310 channels, and manages over 65 million content records and billions of transactions By Jenny Priestley Published...

04/08/2022

DAZN to share Serie A rights with Sky Italia'

DAZN is believed to have entered talks with pay-TV operator Sky Italia following a renegotiation of its deal with Telecom Italia By Jenny Priestley Published:...

04/08/2022

It's opened my eyes to other career options': Inspiring the next generation at Rise Up Academy Summer School

TVBEurope hears from the co-founder, volunteers and students taking part in Rise...

03/08/2022

Knowledge is Pawa: PA TV Metadata's Where to Watch aims to help viewers find the content they want

PA TV Metadata B2B2C product Where to Watch allows viewers to search quickly for...

03/08/2022

Deluxe acquires German dubbing company Creative Sound Conception Studio

Deluxe also has European dubbing studios in Paris, Madrid and Barcelona By Jenny Priestley Published: August 3, 2022 Deluxe also has European dubbing studi...

03/08/2022

Amazon Studios, Avid partner on cloud-based production

The deal includes Avids Media Composer software tool and Avid NEXIS media storage solutions By Jenny Priestley Published: August 3, 2022 Updated: August 4, ...

03/08/2022

Our focus is on higher definition': Canon puts the spotlight on UHD

Canon UKs Tracey Fielden sits down with TVBEurope to discuss the companys support of the Commonwealth Games, its focus on higher resolutions, and plans around P...

02/08/2022

Disney's Rise shot on URSA Mini Pro 12K cameras

Cinematographer Kabelo Thathe used five URSA Mini Pro 12K bodies on set, shooting at 8K in Blackmagic RAW, and recording to Blackmagic URSA Mini Recorders By J...

02/08/2022

Meet the VP of product management

Artels Rafael Fonseca discusses how he enjoys helping customers solve the issues that keep them up at night, and why he believes theres no better way to learn ...

02/08/2022

Thomson Broadcast completes GatesAir acquisition

The combined force of these ideal strategic partners will support each other's growth and the growth of the industry at large, said Thomson Broadcast chairm...

01/08/2022

Arena Television administrators widen fraud investigation

Civil investigation now includes a member of the companys finance team By Jenny Priestley Published: August 1, 2022 Updated: August 2, 2022 Civil investi...

29/07/2022

Avid adds SRT support to Media Composer editing software

Addition enables editors to securely stream video and audio output from Media Composer over the internet to anyone, anywhere, said the company By Jenny Priestl...

29/07/2022

ARRI, disguise, ILM, Shure among Emmy Award winners

Annual awards honour an individual, company or organisation for developments in broadcast technology By Jenny Priestley Published: July 29, 2022 Updated: Au...

29/07/2022

New studio facility to open in Wales

The 1.6 million Aria Studios includes 20,000 square foot of studio space By Jenny Priestley Published: July 29, 2022 The 1.6 million Aria Studios includes ...

29/07/2022

House of Lords committee opens inquiry into next-gen media technology

It will focus on the effects of technologies such as machine learning and artificial intelligence and others on the UK's creative industries over the next 5...

28/07/2022

Engaging the fans: How media companies can use engagement to their advantage

With the new football season about to kick off and the Commonwealth Games taking place in Birmingham, Roger Franklin, general manager, full-time business unit a...