Engagement and personalization of TV services have been the buzzwords for a while – at least since the concept of TV Everywhere started to catch on in 2011. Data shows that personalization and choice are some of the most dominant factors in the evolution of the way people consume their entertainment. From the content service providers’ point of view, personalization is a lifeline if they wish to keep existing viewers engaged, and maybe more importantly, gain new ones. Therefore, content service providers need to keep looking for innovative services to remain engaging and relevant, and to ensure that their customers feel that the offering provided was designed especially for them.
At TV Connect London, Viaccess-Orca and Zenterio introduced Voyage apps for cross-screen engagement – a new personalized solution adapted for a multi device world and that takes the user experience a step forward. But before presenting some of the demo’s features, let’s first have a look at the evolution of personalized TV.
TV services today offer an abundance of choices. At any given time viewers can decide whether they want to watch sports, their favorite series, films or any number of possibilities. For some viewers, this endless amount of content can be somewhat overwhelming, so learning the art of personalization is crucial for TV services’ growth.
What makes a recommendation service stand out in the crowd? First and foremost the understanding of the users’ needs, and the ability to offer them a service that is intuitive, functional and simple. Secondly the service needs to learn from viewing habits and preferences in order to offer the consumer relevant content based on this knowledge.
Recommendations can be based either on data from previous viewing patterns, or on ratings of popular shows. Other recommendation metrics are whether the user prefers to watch TV series or films, children’s shows or music. This information will helps us give the viewers the tools they need to navigate the sea of content, and by doing so make sure they are a happy customer, willing to extend their subscription.
However, personalized TV services need a more holistic approach, which takes into consideration the way today’s viewers are consuming their entertainment: anytime, anywhere and on multiple devices. Once they discovered their desired content, users are looking for a harmonious personalized TV service, which enables them to switch from one device to the other. They want a smooth transition of content between a mobile device (for their commute) and a TV set (for once they arrive). In other words, audiences today wants their devices to “talk” to each other and that the shifts are as seamless as possible, while keeping the data transfer accurate (the point in time where the viewing was paused, recommendations, viewing preferences) – across multiple devices.
Another common use is a login process. Who isn’t tired of trying to remember, typing and changing passwords? By having an easy login process on a mobile device, which then extends to the TV with a simple seamless swipe, transfers the user’s profile and preferences and keeps the TV experience personalized. If another household member swipes their content to the TV, the TV will automatically change user. No password typing, no hassle.
The apps also enable targeted advertising – while watching a movie, users receive ads related to the content consumed and can open them on the second screen. The system supports viewing of certain titles for free if a user agrees that this content will include advertisements.
VO in partnership with Zenterio present this new phase in the evolution of contextualized services and personalized TV. In this special cooperation, Zenterio brings its vast expertise in STB middleware, UI and targeted advertising, while VO contributes its expertise in content discovery and personalization. The fruits of the collaboration create Voyage apps, which introduce an intuitive, personalized experience across all devices.
Want to know more about the partnership between VO and Zenterio?
Download the Case Study here, for the implementation at Telekom Romania.