Favorite TV show are to be liked
Innovative solutions will allow TV viewers to immerse themselves in television reality Gregory Kuzin, an expert in Digital Media of CTI, is answering questions.
Please tell about the state of interactive television market. What is it today?
Over the past 10 years, interactive TV has made a number of transformations. It all started with the fact that the audience had the opportunity to participate in television polls — on tv display there were multiple columns with rankings, viewers calling and and expressing their preferences. We can say that it was the first generation of interactive TV. The second generation -SMS and short numbers. With the development of mobile technologies market started implementing new and creative services. For example, «House 2» show viewers spent millions of dollarson sms, creating «immunity» for favorite participant.
Today, the technologies are on the third level. Immersing the TV viewer ininteractiveTVhas ceased to require efforts: no need to dial phone numbers and perform other additional actions, as everything happensby itself. And, characteristically, the TV viewer getsaccess to interactive video services, regardless place of residence, he can lie on the beach, ride the train, be in another town on a business trip.
At present time, the products of the latest generation of interactive TV — the latter in the sense that there will be probably no need for others. This will be the most user-friendly solutions that can engage and immerse TV viewer in what is happening on the screen. In other words, a new virtual reality is emerging.
And what are the products it will be?
For example, now we, CTI specialists, are going to introduce to TV channels a new product with a title «Teleportal.» The project concept — convergence, combining TV and video portal in a single product. The point that the modern audience have got a choice, but part of television audience «left» for the Internet. Viewers has become divided into those who watch the programs on TV, and those who prefer online video services on demand. That is people choose between linear TV broadcast and the Internet.
Our solution, Teleportal, combines these two features.
Users of this product will get access using any device. To connect to Teleportal will only require the Internet, it does not matter whether it is a fiber optic cable, Wi-Fi or 3G, 4G.
Another advantage of Teleportal is a unified interface. In other words, the layout of controls on the screen remains familiar regardless of the device, which the viewer is using.
A few words about the concept: what we offer, it's a combinig of linear broadcast and manual selection from a catalog. The viewer can use Teleportal to simply browse the linear content and interactively participate in its formation.
For example, any viewer can mark its favorite TV show by«Like». This will allow smart directory to adapt to user's interests. In addition, there will be opportunity to create a list of favorite programs, to chose news, sports etc. in the viewer profile But honestly, a method of content forming by viewers is geared to yesterday. Modern technology is primarily an algorithmization all processes. That is, Teleportal will explore interests by itself and gradually be personalized for each individual viewer. If the viewer watches wildlife broadcast and regularly mark fishes by «like» and «I do not like» on hippos in social networks, so the catalog will offer to watch movies, series and programs about fish and hippos will be listed on the last position.
In addition, there is the story of the recommendation service, even during the TV broadcast viewer can receive a message saying that the directory has a new series about fish.
One of the important factor is that viewer profile will be used in creating of targeted advertising campaigns. In the example described, the fish-loving audience will see aquarium advertisements.
And what other interactive elements Teleportal will include?
One more interactivity element included in our product is the ability for the user to take part in various polls. The viewer can chose the desired menu item on the screen of smartphone and tablets, so those who watch TV, will be able to vote from the remote control. Also, you can ask a question or participate in the quiz.
The user does not need to perform any additional actions, for example, to remember and dial numbers and so on. It will be enough just to push a button to express their opinion on a particular issue.
I should mention one interactivity element that serves for integration with social networks. In general, the term «interactivity» can be replaced with the term «socialization», for example the users will be able to just to vote for their favorite hero from TV show, but also to send a link for this show to a friend or post it on its page in the social network profile.
Another important element that will be used in the Teleport is a meta data. The user will have the opportunity to receive instant information on any subject that he interested in. While watching series or movie with an unfamiliar actor, the user can click «i» (information) and to look through the information about it.
The most interesting application of this service is an advertisement. For example, the viewer is watching an advertisement of aquarium, pusches the «i» button and receive a coupon for purchase it with a discount.
This product is going to be proposed for TV channels. Gregory, tell me please, what is the potential benefit for the channels?
Technical possibilities that our solution offers to the end-user, it is not the most compelling argument for the channel owners. The main point of what the channel will get from Teleportal is an opportunity to profit.
First, TV channel have the opportunity to expand theiraudience.using the Teleportal. It's not a secret that the linear broadcasting is a point of interest mostly for people under the age of 40. The Internet space attracts younger audience. Our solution allows to combine both audience groups.
In addition, the project is interesting in terms of advertising. Currently in Europe, especially in England, there was a sharp growth in purchases via smart-TV.Targeted advertising, that we can integrate, is more effective, so it is more expensive.
We offer a very flexible system of Teleportal monetization: viewers will be able to pay for additional interactive features. Indeed, considering the situation on the Russian market, we understand that the user didn`t used to pay for any content. Therefore, we plan to deliver free basic set of video services and to charge additional fee for some services. For example, viewers will be able to pay for a some television shows with high HD-quality, or sign up for a package of interactive services in TV shows, such as voting or participating in the game.
Emphasizing that CTI will provide TV channels with ready-to-go solution, that will require special design, this will dramatically reduces the time of Teleportal launch. The solution includes a cloud platform, applications for all popular devices from TV to the video game console and a network for high-speed video downloads.
At the same time we are also readyy to make an exclusive offer to every TV channel: the service can be transformed according to the wishes of partners.
In summary, how do you estimate the market of innovative TV solution today and what are the main trends?
Now, a key role plays solutions developed on the basis of OTT platforms. In Russia, there are no much companies creating such a platform, literally, you can count on one hand. And there are few companies that are involved not only in a platform creating, but also the equipment, the user equipment and the network to deliver content to the end user.
In my opinion, the future belongs to those players who are able to deliver a complete solution, ready to offer a functional product. And this is our way.