IPTV Programming Featured Article

What was once considered a new wave in innovative technology is now considered a “must have” by consumers all over the world. IPTV has morphed from a new offering available only from a handful of pioneering telcos to a key part of the pay-TV landscape throughout the world.

While services are now spanning the globe from Australia to the Ukraine, this is still very much an adolescent industry. In order for it to continue to grow and prosper, the industry must find ways to create a distinct identity. IPTV (News - Alert) operators must create unique service offerings that are differentiated from the traditional video services of their key competitors.

These assessments are the result of recent evaluations by ABI Research (News - Alert). The firm has studied the industry and while it is quick to point out the significant opportunities and vast possibilities, it also warns that an effective strategy must be put in place.

Some services have recently crossed the symbolically important 1-million-subscriber threshold. But, says senior analyst Cesar Bachelet in a Monday statement, “IPTV operators must now leverage the characteristics of the new platform to produce a differentiated offering, redefining the experience of television.”

Bachelet says operators can accomplish this by focusing on integration of Web content with traditional broadcast content, as new technologies offer the ability to pull real-time feeds from the Web and combine them with broadcast video content.

 

Bachelet suggests offering subscribers the ability to access the EPG and DVR functionality through any Internet-connected device; and targeted advertising as IPTV’s interactivity and personalization allow much more effective strategies than conventional broadcast.

“From a technology perspective,” Bachelet said, “all the tools are there, enabling IPTV operators to move to the next level and bring greater choice, convenience, and control to consumers. However, operators must tread carefully in order not to overwhelm subscribers with too many new features at once, and business models still need to be defined for some of the new value-added services in order to monetize them without alienating subscribers.”