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Advancing Connected Entertainment through Network Innovation
The first half of day one was focused around delivering content, which was such a key topic with the world cup just a week away. We started with an opening session from Globosat, who explained how they were preparing to deliver the huge amounts of content that will be generated from the world cup, utilise the second screen and monetise it through advertising. Iredto gave an insightful presentation on “seizing the shift to OTT” which explained exactly how operators can launch their own OTT service and the different business models which are available. This was very well received and they were some questions asked after on how successful this has been for operators who have already done a similar thing.
The afternoon was more focused on second screens and TV everywhere. YouTube made the point that there is no such thing as the “first” or “second” screen anymore as people are using a variety of technologies to access content and for many they only use their mobiles. They emphasised how YouTube was considered the portal for all online content and many presumed if they couldn’t find it on YouTube then it didn’t exist on the internet. They also stressed the importance of “fans” rather than just relying on an audience watching content. Fans get more engrossed in content; will actively seek more and search for related content. They gave some good examples of how this works such as the huge popularity of new Disney film Frozen which since its launch has created a vast volume of fan-based content to watch online.
The panel in the afternoon was on how service providers could capitalise on TV Everywhere offerings and featured Telefonica, FOX and Globo.com. This raised some interesting questions and the outcome was that it is important to understand how and where users watch their content to be able to capitalize on it properly.
The second day started was focused on OTT services which set the tone for the rest of the day. We heard from DX Networks, Amazon and UUX. RTVC then gave a unique perspective of launching an OTT service as a national broadcaster. Their goal was not profit-driven but to reach out to more Colombian people with their messaging and content. They were aware that as a broadcaster it is important to realise new generations of people will be used to using more smartphones and tablets than TV.
The joint panel towards the end of the day was on “OTTs – compete or cooperate” which turned into a net neutrality debate pretty quickly. TIM made the point that the operators have sole responsibility for the network infrastructure but this is a necessity for all telcos to deliver. They need to find ways to manage the user’s demand for unlimited data. The Marco Civil was a key driver of this discussion and all were panellists were in favour of net neutrality and thought the bill was a move in the right direction to secure it.
The show ended with an interesting presentation from Sony who shared a case study of improving user experience and advertising potential of a TV show through a second screen application. The app made it possible for viewers to sync their phones whilst watching the show for episode specific facts, production notes and trivia.