without having to record them. available at the fingertips of more personalized guides and
All of this is changing the Internet users. But merely giving recommendations of upcoming
way consumers view televi- consumers more video options content, IPTV services can be
sion, said Paula Reinman, isn’t enough, said Buno Pati, customized down to individual
director of outbound marketing CEO of wholesale video services members of a household. Veri-
at Microsoft (Booth SL720). provider Sezmi. zon is testing a Facebook widget
According to Reinman, Mi- “Consumers have complained that allows its FiOS TV custom-
crosoft sees “a fundamental that they have hundreds of chan- ers to view and update Face-
shift in the way consumers are nels, but it’s hard to find things,” book profiles using their remote
thinking about accessing and Pati said. “You turn on the TV, controls. different vendors and
purchasing TV services, really and the first thing you have to do service providers are taking dif-
looking for more connected, is go through an Excel spread- ferent approaches to customiza-
personalized services.” sheet of programming.” tion, some of which will be on
Putting TV content on de- That’s why personalization is exhibit at the NAB Show, but all
mand also addresses the core important to IPTV, and another are seeking to give consumers
competitive issue, enabling IPTV of its points of differentiation. more control over what they
to compete with the cable TV Whether through on-screen watch, when they watch it and
industry’s extensive on-demand displays of personalized infor- on which screen.
viewing menus and the grow- mation – local news, sports, Consumers who might be
ing volume of video content weather and traffic – or through continued on page 24
Out-of-Home Media Mobile TV Show Highlights
How long have you had service from your current provider?
6 months or less
10 6% 10 19%
7 to 12 months
6% 5% 9% 16%
1 to 1. 5 years
8 6% 9% 18%
1. 5 to 2 years
6% 5% 9% 14%
2 to 3 years
11% 7% 12% 13%
3 to 4 years
8% 6% 10% 6%
4 years or more
50% 62% 39% 13%
don’t know
3% 3% 3% 1%
*Base: 1,285 U.S. online consumers with TV service
Source: North American Technographics Telecom and Internet Access Online Survey, Q3 2008/Forrester Research.
Content Production & Post Broadcast IPTV
References:
Archives