Since the arrival of digital television in early 90’s, consumers have increasingly demanded larger screen sizes, brighter displays and higher quality programming. Indeed, innovations in TV and video-related technology have skyrocketed in recent decades. The rise of new technologies in the entertainment industry has coincided with radical changes in consumer viewing habits and led to a convergence of mounting viewer appetites and copious amounts of choices to satisfy those appetites.
Even though the television set is still the main altar of family time, a popular venue for spending time with friends or bonding over a sports team, the concept of television is going through a tumultuous revolution.
Instead of that big black box taking center stage in peoples’ lives, the viewing experience is becoming more individualized. Even though technology is changing and making the viewing experience more personal with the introduction of social TVand interactive TV, human emotions, needs and desires still circle around the same fundamental tenets: engagement and entertainment.
Indeed, the question of entertainment and a multitude of competing consumer segments have created an environment in which several types of viewing experiences can exist in harmony. The history of the development of television is an indication of the future. Today, the ecosystem consists of the smartphone, tablet, computer, gaming console and the television set. However, tomorrow’s landscape looks significantly different. The consumer will be interacting with digital devices through hand gestures and meticulously customised and programmed language. The TV will become your friend, a buddy equipped with artificial intelligence who knows what you like and what you don’t like.
In other words, the TV has now become a tailor-made device for the individual. No more “one-size-fits all” solutions. This, on the other hand, will lead to better and higher quality programming because suppliers are forced to cater to specific consumer needs.
In addition to the surge in selection, the visual quality of programming will become increasingly impressive. Sports events and movies will be optimised to make the most of the immersive display. 3D glasses coupled with the 4K resolution are a mind-blowing combination guaranteed to satisfy even the most skeptical viewers.
Multiscreen viewing is already part of the experience. For instance, if your favorite character is wearing a piece of clothing you must have, you can simply use the second screen to purchase it. Or if you witness something idiosyncratic, you can simply employ the second screen to read user reviews to find out if your eyes served you correctly.
‘90% of all media interactions today are on some kind of a screen’, claimed a research study by Google.
What’s next then? With home entertainment in the midst of the most exciting revolution in its history, the door is open to an increasingly exciting viewer experience with multiple opportunities and benefits for operators, broadcasters and media companies.
Comprehensive, advanced platforms will considerably enhance the TV experience by uniquely extending viewing across all types of handheld devices, opening up ground-breaking personalization and interactive socialization capabilities. Channels will likely be replaced by apps that provide programming and other digital content, social networks and interaction will become part of the viewing experience- enabling consumers to interact with fellow viewers during a specific programme, such as live chat, invitations to watch a movie together and much more. The development of interactive social TV and other innovations surrounding it will, on one hand, open ample new revenue opportunities to TV service providers, while on the other hand, most likely toughen the challenge for advertisers and marketers who will have to research the media landscape thoroughly to find the right audiences.
In today’s hectic marketplace, consumers want media to be accessible anywhere at any time and on any given device. To meet the demands, TV service providers must maintain a cutting-edge market position and innovate. The latest innovations includeIPTV, an Internet protocol suite platform which provides programming via the internet and DTT (Digital Terrestrial Television) which broadcasts land-based signals. These solutions are generally compatible with all devices and deliver more personal and social TV viewing experiences. Another solution is an Android-based Smart TV Set Top Box, intended to transform a regular TV into a Smart Social entertainment unit offering social, interactive, collaborative multi-screen and OTT solutions that integrate directly with live TV (DTT/IPTV channels), web-based content, VOD and DVR Services
All these innovations indicate continual vast enhancements in the TV viewing experience. By seizing the initiative and adopting these advanced developments, TV providers, vendors, home computing and CE vendors will become market leaders and be ready to take a pre-emptive position in this highly competitive market.
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Learn more on the endless possibilities of Social and Interactive TV, where the viewer can enjoy a variety of content, and gain control over their personal viewing experience; select favorite channels, apps and content, interact with friends and get the most relevant content to their preferences.