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A word of caution that was thrown was that
companies that are mulling entering into
IPTV, should go beyond what is currently
being offered by broadcasters. In short,
IPTV should go beyond "Me Too"
television. "Telecos should move from
being providers of transport to being providers
of experience. A message to the Telecos
is clear - It is not good enough to deliver
"Me Too" television," said
OpenTV (Greater China) general manager Ren
Xiaoyan.
Explaining what "Me Too" television
was, Xiaoyan said, "Electronic Programming
Guide (EPG) and Digital Music comprising
services like broadcast TV on-demand, program
packages, pay per view, channel favorites,
parental controls, multiple service providers
and T-commerce, are provided by broadcasters
too. So it is not enough for IPTV service
providers to just provide all of this."
Enhanced programming comprising video mosaics,
different camera angle, selection, live
information, program enhancements, content,
promotion and lifestyle portals should be
synchronised with the broadcast stream to
provide a rich viewing experience. On-Demand
services, on the lines of what is being
offered by Comcast, comprising VOD, Push
VOD, Pull VOD, PVR, NPVR, PVR To Go and
Multiroom & Media Control can be offered
based on the network architecture and cost.
Apart from that Quad Play experiences offering
live TV, DVR and remote record, unified
voicemail, Email and games will further
the experience to a different level.
IPTV also allows for advanced advertising
and in turn providers additional revenue
streams for providers. "Addressable
advertising is possible through IPTV apart
from ad telescoping (provide more detailed
spectrum for example provide a commercial
of five minutes instead of the regular 30
seconds. One can also target the ad based
on demographic," Xiaoyan said.
On the other hand, games and gaming services
can be also provided over IPTV via pay per
play or subscription model, in addition
to communication services like email, chat
and SMS.
"In order to save call center cost,
many companies are now providing in-house
customer care services for instant updates
on programme booking and billing,"
Xiaoyan said.
So what's the promise of IPTV? While, it
cannot be simply "Me Too" TV,
the advantage it has is that digital TV
has not yet fulfilled its true potential
as it has been hampered by narrowband (as
opposed to broadband) and no return channel.
Also, it does not provide the on-demand
experience and iTV (Interactive Television)
never really took off. But now, IPTV can
bring in better content and experience through
narrowcasting, faster channel change, faster
application and content download and better
on-demand services.
While it all sounds hunky dory, IPTV's dirty
little secret is that cable and satellite
channels are already providing all of this!
So how does IPTV compete? Xiaoyan provides
the answers.
"Companies providing IPTV can't just
focus on video. They have to run and run
faster in the competitive environment. They
have to work with advertisers and programmers,
work out new content deals and business
models and not just limit themselves to
their vendors," he concludes.
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