Campbell Foster
Director of product marketing
Adobe Primetime
From a technology perspective, TV Everywhere is already reality. Adobe Primetime and industry partners such as Akamai, Microsoft Azure, and thePlatform provide all the tools necessary to create, deliver and monetise amazing TV viewing experiences on any screen. The 2014 Sochi Games were a watershed moment for TV Everywhere, with the US vs Canada men’s hockey game drawing a record audience of over 2.1 million viewers. Adobe has moved beyond Flash, and its multiscreen TV platform, Adobe Primetime, provides a robust TVSDK that makes any screen a television, as well as the strongest DRM solution on the planet, uniquely flexible ad insertion that supports both client and server-side deployments, and a powerful ad server. The most important factor holding back broader TV Everywhere adoption is measurement: until Nielsen includes multiscreen consumption in its TV ratings, programmers will have little incentive to advance TV Everywhere. We believe that day will come sooner than later, and will continue to execute on our vision of making every screen a TV.
blogs.adobe.com/primetime
Matthias Kurth
Executive chairman
Cable Europe
It’s close, but it could get closer. Fulfilment of TV Everywhere rests on three pillars: technological capability, consumer demand, and the right commercial and legal framework. Cable technology is already ahead of the curve and we’ve made a great start. And we know our customers want portability of their content as much as the cable industry wants to provide it. But some barriers still stand in our way. So let’s get that final piece right and see these services fulfil their true potential. The commercial and legal frameworks need to catch up with our future-proof technology and the consumer appetite. For portability of content, we need flexibility in licensing negotiations so that a cable customer can access their service on any device, wherever they are. We need content providers to agree on a new licensing structure. The European Commission already acknowledges this. It’s time for all the players to pull together to make it a reality.
+32 2 521 1763
www.cable-europe.eu
Juhapekka Niemi
VP sales & marketing
Digia, Qt
From a technical perspective, TV Everywhere exists now. Most consumers are constantly within arm’s reach of a device that can show them video content that was only available on a TV 10 years ago. From a business perspective, there’s a race to define what “TV” really is and that race is going to be really long. From a consumer perspective, TV Everywhere will never be finished. The public’s appetite for new ways of consuming video will grow endlessly. As long as there is new content being produced, viewers will desire new context in which to consume it. This means new devices, new locations, new interaction tools, new apps and new software platforms.
+47 2108 0420
http://qt.digia.com
Matthew Parker
Director of business development
Edgeware
Consumer demand is there, device capability is there – the challenge is one of being able to deliver content in a seamless and flawless manner. To achieve this requires a rethink in the way origin and head-end architectures are structured. Many thousands of simultaneous content requests from mobile devices will cause frequent cache misses that will increase load pressures on origin servers. We have seen very recent examples of this affecting major broadcasters in the World Cup and on OTT catch-up players – a poor quality of service and therefore customer experience will result in service switching and loss of revenue. The promise of cloud DVR will only expand this risk as consumers watch recorded content unavailable on catch-up services from mobile devices. To blindly scale up storage volumes and scale out origin play-out performance using existing approaches to architecture is both expensive and inefficient. Consolidation technologies that provide offload capabilities in the head end, while managing recording, load balancing and content repackaging must now be considered.
www.edgeware.tv
Anupam Gupta
EVP Cloud Services
Vubiquity
There’s still a way to go with TV Everywhere transitioning from a concept to a service widely used by pay-TV customers. Currently, that experience is offered in a very limited way through TV apps like HBO GO. Those customers are also gravitating to Over-The-Top providers, including Netflix, that can give them that anytime, anywhere video-watching experience which they can’t get right now from their video service provider. In order to stay competitive, video distributors, like cable operators and IPTV operators, need services that can help them manage the complexities of multiplatform video distribution, including content rights and processing, and launch a TVE service quickly. TV Everywhere has the potential to be the key to providing increased value to customers, while also raising their satisfaction levels. It’s just going to take time to ensure video distributors have the services in place to make it a seamless viewing experience, from TV to smartphone to tablet.
www.vubiquity.com
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