GUEST ARTICLE: CTV: The future is here!

Connected television sets are expected to grow to 40 million by 2024, says EY study.

Mumbai: Consider this: a 42-inch 4K ultra HD smart LED TV controlled by a dedicated app on a smart phone. The app facilitates and enhances viewers’ experiences while watching TV: finding a particular TV series, a news bulletin, or a movie to watch; seeing what his or her friends are watching; or browsing through his list of favourite channels’ EPG. It also offers the option of ‘content throwing’ allowing shows and programmes to be transferred from a smart phone or tablet to the big TV screen. Apps are customised for each of us based on our content consumption behaviour. Such apps with the additional ability to support voice commands and hand gestures will make us wonder how we ever lived without them. This is the future now!

Just for clarity, a CTV is a television set that gets its content from the internet as compared to the traditional route of either through cable or DTH operators. This content is usually consumed through apps embedded on smart TV sets or through dongles like the Amazon Fire TV Stick, Roku Streaming Stick, and gaming consoles (xbox, playStation, etc.) connected to regular TV sets, thus enabling them to access internet content. Over-the-top (OTT) video streaming platforms such as Netflix, Amazon Prime, Sony LIV, ZEE5, Disney Hotstar, the omnipresent YouTube, and multiple apps that are compatible with CTVs are providing content to viewers on such TV screens. For the record, even news channels watched through the YouTube app installed on a smart TV set are within the purview of CTV.

Consuming OTT content on larger, connected screens is a trend that will only continue to grow across the country. As per an EY study, the number of connected television sets is expected to grow to 40 million by 2024, led by the increase in wireless and wired broadband connections alongside the proliferation of low-cost smart television sets.

Once again, for clarity, we need to be clear that OTT and CTV advertising are different; CTV advertising goes beyond OTTs and explores genres of news and music as well. The CTV audience is affluent, discerning, and HNI. They can be reached through platforms such as YouTube and other ad-supported OTT platforms.

CTV combines the power of TV’s format with the addressability and attribution capabilities of digital. The discerning English content consumer has been an early adopter of the connected TV phenomenon, and this audience base is exponentially growing. From an advertiser’s standpoint, connected TV will give them a tremendous opportunity to engage with consumers. They will be able to collect a lot more data about consumer behaviour based on what they watch, when they watch it, and how they react.

The future is indeed fascinating. As the Internet of Things with its machine-to-machine communication capability picks up, the smart TV could end up becoming the central hub of the smart (connected) home. We will pick up this subject some other day. For the time being, get, set, ready for CTV!

The author of this article is TV9 Network chief growth officer (broadcast & digital) Raktim Das.

Latest Reads
Where are marketers investing during the IPL: TV or OTT?

Mumbai: IPL is returning with a bang and will be more digitalized this time. TV or OTT? It is a persistent question. Over the recent years, marketers have regularly discussed this recurrent question. Market insights show that, for this IPL season, OTT ad rates have climbed by 30 per cent while TV...

Television TV Channels Viewership
MIPTV eyes 20% growth for 2023

With just under three weeks from opening, MIPTV is forecasting overall growth in attendees to be up 20 per cent for 2023.

Television TV Channels News Broadcasting
Star Sports unveils the first list of sponsors for the upcoming IPL 2023

The #IPL2023 starts tomorrow, it’s a war between Star Sports and Jio Cinema. They have both upped their ante and gone all out in regard to brand ambassadors and sponsors. Today Star Sports has unveiled the first list of sponsors for the upcoming IPL 2023.

Television TV Channels Sports
Women, small-town India & older age groups big on digital For their content viewing choices on OTT and TV: BCG-Meta report

Boston Consulting Group (BCG) and Meta, has announced the launch of a new report around the increasing influence of digital in driving media and entertainment consumption in India across over-the-top (OTT), linear TV (LTV), and Movie Studios.

Television TV Channels News Broadcasting
News18 Rajasthan honours brave warriors of the state at ‘Shoorveer Samman’

News18 Rajasthan, has hosted Shoorveer Samman, an award ceremony honouring the brave hearts who have shown extraordinary courage and resilience in the face of adversity for the safety of our nation. Held on 28 March at Hilton, Jaipur, the event was attended by several renowned dignitaries, army...

Television TV Channels News Broadcasting
Zee News and Film Critics Guild jointly host the fifth season of Critics Choice Awards

Zee News, one of India's news channels, has partnered with The Film Critics Guild and hosted the fifth season of the Critics' Choice Awards (CCA) at Bal Gandharva Mandir, Bandra on 27 March 2023. This event will telecast on Zee News linear and digital platforms soon.

Television TV Shows Awards
Barc Wk 12' 23: Sun TV dominates all India market

Mumbai : Broadcast Audience Research Council (Barc) India has released currency data for the twelfth week, i.e. 18 March to 24 March 2023. As per data for the all India 2+ target group, Sun TV is the most watched channel in India with an average minute audience (AMA) of 2470.04(000). It was...

Television TV Channels Viewership
Network18's Green Ribbon Champions event puts focus on building a greener future for all

Mumbai: A thriving business is one that has a strong commitment towards both society and the environment. The concept of corporate sustainability is no longer a mere choice, but rather an essential component for enduring growth. It is imperative to acknowledge India's commendable efforts towards...

Television TV Channels News Broadcasting
My11Circle's giant mystery campaign set to add extra thrill to the IPL season

Mumbai: Games24x7, India's most valuable multi- gaming platform, is bringing a new mystery to this IPL season with an exciting new campaign for its fantasy sports platform, My11Circle. The leading fantasy cricket platform and official title sponsor of IPL franchise Lucknow Super Giants (LSG) has...

Television TV Channels Sports