By Tim Pearson, Sr. Director Product Marketing at NAGRA
Last year, NAGRA assembled a stellar panel for Talking TVkey, a panel that discussed the opportunity direct-to-TV solutions could bring to their businesses. Aside from the obvious savings on CAPEX, the debate explored some of the other interesting considerations that a migration from an operator supplied set-top box to a consumer owned television set may bring.
As I recently wrote in TVB Europe, 2020 had a significant impact on the pay-TV industry and forced an already highly dynamic industry to review their long term plans due to the accelerated evolution of consumer behaviour and consumption. This need for innovation, required to match both the speed of evolution and the ever-savvy consumer, brings solutions like NAGRA and Samsung's TVkey into sharp focus.
At the Talking TVkey event last September, the panel explored some of the benefits that solutions such as TVkey can bring - for example, the rapid on-boarding of new consumers during the set-up of the new TV set, integrating the operator branding into the key TV interface elements (guide, channel list, zapper bar etc.) and the new retail opportunities afforded by working directly with the TV set manufacturers.
HD+ have been using TVkey for over a year and commenting at the event, their COO, George Agnes said It is a win-win-win for the whole value chain. Consumers will gain control over their content in a streamlined convenient manner, operators are able to increase reach to customers without investing heavily in STBs, while manufacturers can offer compelling services on the TV, therefore increasing the value of the product.
As the market evolves and operators are faced with not only further pressure on the economics of supply but new channels to market, it is likely that more operators will move to direct-to-TV solutions to optimise the overall customer experience. The market share for smart TVs will be a contributing factor to the pace at which this evolution takes place. As prices reduce year-on-year and the technology matures, it becomes an increasingly accessible channel through which consumers can access extensive pay-TV services.
Our September event focused on the challenges faced by primarily European operators and provided a number of valuable insights but what about other key markets?
In particular Asia Pacific where a potential change to regulations in India to include tuners in TV sets, the decision by Vietnam to leap-frog' digital terrestrial and head straight from analogue distribution to OTT and an increase in the sales of connected TV's indicates that the market dynamics may be more accepting of direct-to-TV solutions versus the set-top box; accelerated by the changes driven as a result of the pandemic.
To find out more, and working with our friends at Media Partners Asia, we're delighted to be sponsoring another Talking TVkey event specifically focused on the challenges faced by operators in Asia Pacific. Featuring executives from Starhub, True Corporation and PCCW alongside their counterparts from both NAGRA and Samsung, it's sure to provide another hugely insightful session on the role direct-to-TV solutions can play.
Are you a pay-TV or telco service provider? Join us to discuss how you can leverage the award-winning TVkey solution by NAGRA and Samsung to deliver a user experience that exceeds that of the set-top box and unlocks new routes to market to enable customer acquisition.
What have been the learnings from operators that have deployed such solutions? What could be the benefits and challenges faced by operators launching these solutions in Asia Pacific?
Find out the answers to these questions and more. Request here your invitation to this exclusive event.
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
01/06/2026
January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026
Throughout the week, Dolby brings to life the latest innovatio...
01/05/2026
January 5 2026, 18:30 (PST) NBCUniversal's Peacock to Be First Streamer to ...
01/04/2026
January 4 2026, 18:00 (PST) DOLBY AND DOUYIN EMPOWER THE NEXT GENERATON OF CREATORS WITH DOLBY VISION
Douyin Users Can Now Create And Share Videos With Stun...
13/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
13/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
13/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
13/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
13/01/2026
Luxembourg, December 17, 2025 - SES S.A. ( SES or the Company ), a leading spa...
12/01/2026
Sports and Music Unite: A Look Back at the Operationally Ambitious FIFA Club Wor...
12/01/2026
Nielsen Panel Discussion Highlights World Cup Impact for FOX, Telemundo, MetLife...
12/01/2026
FIFA President Infantino Highlights How AI Will Impact 2026 FIFA World Cup and B...
12/01/2026
Baltimore Ravens' Jack Dana on Telling a Better Story With Media Management ...
12/01/2026
FOX Sports' Brad Cheney on Spectrum Debate's Impact on the Sports-Produc...
12/01/2026
Spotify's new co-CEOs, Alex Norstr m and Gustav S derstr m, start off the new year with a message of renewed leadership, creative responsibility, and what&#...
12/01/2026
At Spotify, we listen to a lot of music. And every year, our global editors and artist partnerships teams come together to spotlight the emerging voices we beli...
12/01/2026
Spotify's global editors and Songwriter & Publisher Partnerships team spend their days immersed in new music, tracking the writers behind the songs breaking...
12/01/2026
Nominations open for the fifth Australia for UNHCR - SBS Les Murray Award for Re...
12/01/2026
Australia and New Zealand VP Alan Clements shares L3Harris' leadership insig...
12/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
12/01/2026
Berklee International Folk Festival Celebrates 40 Years Featuring Grammy-winning alumna Arooj Aftab, the milestone concert and weeklong festival marks four de...
12/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
12/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
12/01/2026
X-Rite and Rhopoint Launch Rhopoint PANTORA Aesthetix to Streamline Creation of...
12/01/2026
12 Jan 2026
VEON's Kyivstar Launches 5G Pilot in Lviv Lviv, January 12, 2026 - VEON, a global digital operator (Nasdaq: VEON), today announces that Kyivsta...
12/01/2026
Monday 12 January 2026
The ultimate betrayal: Harry and Jamie Redknapp, Paul Me...
12/01/2026
Rohde & Schwarz opens larger office in Japan to increase its support for the Jap...
12/01/2026
Back to All News
WWE By the Numbers: Celebrating One Year on Netflix
From left to right: Rey Mysterio, Intercontinental Champion John Cena and Sheamus celebr...
12/01/2026
Welcome to the AVECO team: introducing new members of management
At AVECO, we are continuing to implement our #newAVECO strategy, which aims to build an even s...
12/01/2026
For the first time in the nine-year history of Dancing with the Stars, the first...
10/01/2026
By Bailey Pennick
One of the most exciting things about the Sundance Film Festi...
10/01/2026
This year, podcasts are making their Golden Globes debut with a new category honoring the medium's leading shows and creators. To mark the occasion, Spotify...
10/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
10/01/2026
Back to All News
Connection and Youth Defined: The Ramparts of Ice Brings a Hea...
09/01/2026
Rock-It Sports' Deron Brown & Laura Rowlands on Launching a New Brand, Suppl...
09/01/2026
Warner Bros. Discovery's Chris Brown on the Broadcaster's First French O...
09/01/2026
NFL Playoffs 2026: CBS Sports Travels to Jacksonville With Packed Arsenal of Pro...
09/01/2026
NFL Playoffs 2026: NBC Sports Is Set To Roll Out New Scorebar, Insert Graphics T...
09/01/2026
NFL Playoffs 2026: Prime Video Production Team Caps Historic Season With Iconic ...
09/01/2026
NFL Playoffs 2026: FOX Sports Kicks Off Postseason Slate With Two-Game Wild Card...
09/01/2026
NFL Playoffs 2026: ESPN's Run Brings Monday Night Football' Flagship Op...
09/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
09/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
09/01/2026
SMPTE , the home of media professionals, technologists, and engineers, today introduced the board officers and regional governors who will serve terms beginning...
09/01/2026
Globecast, the leading provider of broadcast, media and entertainment managed services, today announced the appointment of Chris Pulis as Group Chief Technology...
09/01/2026
The Hollywood Professional Association (HPA) today announced several updates to its board of directors. As part of HPA s annual governance cycle, new leadership...
09/01/2026
SDVI, the leading platform provider for cloud-native media supply chains, today announced that Simon Eldridge has been appointed chief operating officer. In thi...
09/01/2026
Cobalt Digital, the leading designer and manufacturer of award-winning ST 2110 and SDI signal processing products, and a founding partner in the openGear initi...
09/01/2026
iWedia, a global leader in connected TV software solutions, announces that its market-proven ATSC 3.0 software stack is powering the broadcast functionality of ...
By Tim Pearson, Sr. Director Product Marketing at NAGRA
