Inview (stand 158) talks to DTVE at TV Connect 2015 APR2015
28th
Julie Austin, CEO of Inview, talks about the challenges and requirements for delivering a digital switchover solution in Nigeria
What are the challenges facing Nigeria as it prepares for digital switchover?
The foremost challenge for everyone involved in launching DSO in Nigeria is the sheer scale of the undertaking in such a large country with its vibrant and diverse culture. Nigeria is the seventh most populous country in the world, has a population of 170 million, 40 million households and over 20 million TV homes. As the largest economy in Africa, it is aware of the need to set the bar high in the way it smoothly migrates the country from analogue to digital and successfully implements its switchover strategy. It is a challenge that we at Inview know only too well from our involvement since the early days of digital terrestrial deployment in the UK 15 years ago. We held a pivotal role in the UK and, over recent years, have provided interactive and OTT services to low cost digital set top boxes in a wide range of territories. When NBC announced the partnership with Inview last month, they made it clear that one of the key factors in selecting Inview was our operational expertise, which they recognise will be so invaluable in making DSO successful in Nigeria.
What are Nigeria's main requirements for set-top boxes to enable switchover and how challenging will it be to meet these requirements?
The fundamental requirement is that the set top box is a reliable product from a quality manufacturer that is competitively priced. It must also enable a secure encryption system (to reduce piracy) and deliver a great user experience. The NBC are wisely specifying a common set top box platform that will be used to deliver this user experience and promote the best of Nigerian and international content. For Inview specifically, we are delighted that NBC were impressed sufficiently to select our intuitive user interface, our compelling Electronic Programme Guide (EPG) and adopt our simple to use services. From an economic viewpoint, the ability of our software to facilitate the successful monetizing of services via the set top box in the future will also enable a substantial return on investment over each set top box's lifetime.
What level of advanced functionality is it possible to deliver to mass market set-tops in the context of markets such as Nigeria where many consumers' choices will be restrained by cost?
Even in low cost set top boxes, Inview's client software enables a high level of functionality. In addition to linear channels, this will include the ability to view a wide range of linear interactive services including advertising, push video on demand and a range of broadcasting applications such as news, public service information and audience measurement services.
This is an area with which Inview has significant expertise, having already served the UK over the past 15 years and more recently on a global basis. All the set top boxes will be future proofed and upgradeable in the field to add connected services when the Nigerian infrastructure can support them.
What mechanisms are available for interactive services in Nigeria and how much use is likely to be made of these?
From the start, we realised (when working with NBC and all the partners involved) that there was a desire to facilitate a very smooth switchover to digital terrestrial and satellite broadcasting in the briefest possible time. We were impressed by the vision, organisation, passion and drive to create what will be the biggest TV platform in the African continent. Central to this has been NBC's commitment to deliver a wide range of new digital services for the viewers in Nigeria. Inview brings a wealth of experience and know-how to this process and has a great track record in providing advertising, push VOD, interactive news services and audience measurement that will benefit the viewer and the Nigerian market. These services are provided as an integral part of the viewing experience ensuring maximum usability for the viewer.
To what extent do you think lessons from the Nigerian switchover process could be applicable to other African markets?
Inview have already invested heavily, especially over the past few years, in understanding how other countries in Africa are approaching DSO. It is clear from our own market studies that there is an opportunity for key countries in Africa facing the same challenges that Nigeria is addressing to replicate the business model. There is plenty of scope to build upon what Nigeria is doing with the added bonus of economies of scale if these countries in particular choose to mirror NBC's approach. A partner ecosystem around NBC's clearly defined set top box technology could be easily deployed and it may make sense for other countries to replicate what Nigeria is doing if they wish to keep set top box prices down and deploy quickly.
What technology developments is Inview Technology currently working on and what are your main priorities for the year ahead?
We are continuously seeking to offer the best solutions to broadcasters and operators for digital switchover worldwide, with Nigeria a clear example of this activity. At the same time, Inview is attracting a growing interest from operators keen to learn more about what we can offer to support their legacy set top boxes that are already deployed in the field. Inview's software enables operators to unify and re-brand even very low end set top boxes and add new revenue generating services, thereby extending the life of the set top boxes and deferring the capital cost of replacement.
In addition, there is also a growing demand for our software from operators who want to quickly deploy solutions and services on new hybrid set top boxes an
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Inview (stand 158) talks to DTVE at TV Connect 2015 APR2015
