the evolution of the connected tv user experience
DESCRIPTION
In June 2010, while pioneering connected media content marketplaces for TV devices in the UK, I was asked to deliver a KeyNote at a conference in the US, on way things needed to change. At the time the "state of the art" Connected TVs just had a handful of apps, as an "add-on" to a traditional broadcast TV experience. Something I used to call "Schizophrenic" TV. The devices could not make up their minds what they really were! I argued that silos of content in Apps should be augmented by an overarching "broadband content guide", and that Apps Authoring must become easier and more standardised across devices. I then made a case for proper content discovery tools to be integrated into the main device UI. Obviously, I had most of this developed and sitting in my "back pocket" :-)TRANSCRIPT
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EVOLVING THE CONNECTED TV USER EXPERIENCE
Ian J Valentine Founder, Miniweb Technologies [email protected]
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THE EVOLUTION OF THE TV UX
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THE EVOLUTION OF THE TV UX
1
B&W to Colour
Analogue toDigital
2
SD toHigh Def
3
Disconnected to Connected
4
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THE EVOLUTION OF THE TV UX
Better Pictures
More Content
Better Pictures
More Content1
B&W to Colour
Analogue toDigital
2
SD toHigh Def
3
Disconnected to Connected
4
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THE EVOLUTION OF THE TV UX
Better Pictures
More Content
Better Pictures
More Content1
B&W to Colour
Analogue toDigital
2
SD toHigh Def
3
Disconnected to Connected
4
EPG ?
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WE HAVE FAILED (BUT IS THAT GOOD?) • In the mid ‘00s the EU failed to
standardise on MHP • Some success in UK with MHEG5 • ETSI TVML was defeated in the DVB by
people pushing HTML • ETSI PCF was published by the DVB
and still holds promise • OCAP and BD/J both based on GEM(hp) • EBIF was invented and adopted by US
cable • Yahoo! “Widgets” arrived on TV • Now there are multiple different Apps
models, all different !
Perhaps the end game is not just “Apps”?
Content Publishers need to be able to author functionality once and have it run on all types of TV device. !The industry has been working towards a standardised interactive authoring format for TV for 10 years. !Governments and Standards bodies have been involved
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WHY APPS?Web browsing on TV
– No Consumer Demand – No Business Model
• Unless you are Google! – Still need to manage “TV Sites”
Apps are a viable alternative to full web – Tailored to the device – Usable
Provides full control of the UX to the publisher – at a price...
Natural consumer concept
Nearly 15 years ago, the first Internet enabled TV was launched. !TVs with web browsers in are not new, many have tried, many have failed. !Apps are a very necessary part of OTT video delivery, as they reflect the direct to consumer publishing rights of content owners. !Key difference between OTT and IPTV: Retail, not Wholesale of content
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THE APPS USER EXPERIENCE TODAY
EPG
App1
App2
App n
Content 1
Content 2
Content n
3rd Parties
Etc.
App Store
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APPS HAVE PROBLEMS:TESTING….
• Testing will limit ability of any single app environment to work on multiple device types • So multiple App Types are inevitable
• No app environment today supports automatic testing and validation.
• Solutions include: • self validating authoring environments
• application Translation
Testing Interactivity on TV has always been fundamental to maintaining the integrity of the TV experience. !Usability is key, but less of an issue now. !Design and authoring fundamental to usability
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UNDERSTANDING THE TESTING OVERHEAD
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APPS HAVE PROBLEMS:CONTENT ORGANIZATION
User Journeys
There are fundamental differences between broadcast and broadband content organisation. !Broadcast content is discovered through the publisher (channel) !Each App is a silo !Online content needs to be discovered directly. !Google does not provide a list of domains, but a list of pages.....
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APPS HAVE PROBLEMS:CONTENT ORGANIZATION
User Journeys
There are fundamental differences between broadcast and broadband content organisation. !Broadcast content is discovered through the publisher (channel) !Each App is a silo !Online content needs to be discovered directly. !Google does not provide a list of domains, but a list of pages.....
TV
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APPS HAVE PROBLEMS:CONTENT ORGANIZATION
User Journeys
There are fundamental differences between broadcast and broadband content organisation. !Broadcast content is discovered through the publisher (channel) !Each App is a silo !Online content needs to be discovered directly. !Google does not provide a list of domains, but a list of pages.....
App StoreTV
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APPS HAVE PROBLEMS:CONTENT ORGANIZATION
User Journeys
There are fundamental differences between broadcast and broadband content organisation. !Broadcast content is discovered through the publisher (channel) !Each App is a silo !Online content needs to be discovered directly. !Google does not provide a list of domains, but a list of pages.....
App StoreTV
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APPS HAVE PROBLEMS:CONTENT ORGANIZATION
User Journeys
There are fundamental differences between broadcast and broadband content organisation. !Broadcast content is discovered through the publisher (channel) !Each App is a silo !Online content needs to be discovered directly. !Google does not provide a list of domains, but a list of pages.....
Find App Install App Search / Interact
App StoreTV
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APPS HAVE PROBLEMS:CONTENT ORGANIZATION
User Journeys
There are fundamental differences between broadcast and broadband content organisation. !Broadcast content is discovered through the publisher (channel) !Each App is a silo !Online content needs to be discovered directly. !Google does not provide a list of domains, but a list of pages.....
Find App Install App Search / Interact
Repeat
App StoreTV
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APPS HAVE PROBLEMS:CONTENT ORGANIZATION
User Journeys
There are fundamental differences between broadcast and broadband content organisation. !Broadcast content is discovered through the publisher (channel) !Each App is a silo !Online content needs to be discovered directly. !Google does not provide a list of domains, but a list of pages.....
Find App Install App Search / Interact
Repeat
App StoreTV
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APPS HAVE PROBLEMS:CONTENT ORGANIZATION
User Journeys
There are fundamental differences between broadcast and broadband content organisation. !Broadcast content is discovered through the publisher (channel) !Each App is a silo !Online content needs to be discovered directly. !Google does not provide a list of domains, but a list of pages.....
Find App Install App Search / Interact
RepeatPlay Content
item
App StoreTV
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APPS HAVE PROBLEMS:CONTENT ORGANIZATION
User Journeys
There are fundamental differences between broadcast and broadband content organisation. !Broadcast content is discovered through the publisher (channel) !Each App is a silo !Online content needs to be discovered directly. !Google does not provide a list of domains, but a list of pages.....
Find App Install App Search / Interact
RepeatPlay Content
item
App StoreTV
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APPS HAVE PROBLEMS:CONTENT ORGANIZATION
User Journeys
There are fundamental differences between broadcast and broadband content organisation. !Broadcast content is discovered through the publisher (channel) !Each App is a silo !Online content needs to be discovered directly. !Google does not provide a list of domains, but a list of pages.....
Find App Install App Search / Interact
RepeatPlay Content
item
App StoreTV
TV
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APPS HAVE PROBLEMS:CONTENT ORGANIZATION
User Journeys
There are fundamental differences between broadcast and broadband content organisation. !Broadcast content is discovered through the publisher (channel) !Each App is a silo !Online content needs to be discovered directly. !Google does not provide a list of domains, but a list of pages.....
Find App Install App Search / Interact
RepeatPlay Content
item
App StoreTV
DiscoverTV
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APPS HAVE PROBLEMS:CONTENT ORGANIZATION
User Journeys
There are fundamental differences between broadcast and broadband content organisation. !Broadcast content is discovered through the publisher (channel) !Each App is a silo !Online content needs to be discovered directly. !Google does not provide a list of domains, but a list of pages.....
Find App Install App Search / Interact
RepeatPlay Content
item
App StoreTV
DiscoverTV
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APPS HAVE PROBLEMS:CONTENT ORGANIZATION
User Journeys
There are fundamental differences between broadcast and broadband content organisation. !Broadcast content is discovered through the publisher (channel) !Each App is a silo !Online content needs to be discovered directly. !Google does not provide a list of domains, but a list of pages.....
Find App Install App Search / Interact
RepeatPlay Content
item
App StoreTV
Discover
Play Content List
TV
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APPS HAVE PROBLEMS:CONTENT ORGANIZATION
User Journeys
There are fundamental differences between broadcast and broadband content organisation. !Broadcast content is discovered through the publisher (channel) !Each App is a silo !Online content needs to be discovered directly. !Google does not provide a list of domains, but a list of pages.....
Find App Install App Search / Interact
RepeatPlay Content
item
App StoreTV
Discover
Play Content List
TV
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APPS HAVE PROBLEMS:CONTENT ORGANIZATION
User Journeys
There are fundamental differences between broadcast and broadband content organisation. !Broadcast content is discovered through the publisher (channel) !Each App is a silo !Online content needs to be discovered directly. !Google does not provide a list of domains, but a list of pages.....
Find App Install App Search / Interact
RepeatPlay Content
item
App StoreTV
Interact
Discover
Play Content List
TV
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APPS HAVE PROBLEMS:CONTENT ORGANIZATION
User Journeys
There are fundamental differences between broadcast and broadband content organisation. !Broadcast content is discovered through the publisher (channel) !Each App is a silo !Online content needs to be discovered directly. !Google does not provide a list of domains, but a list of pages.....
Find App Install App Search / Interact
RepeatPlay Content
item
App StoreTV
Interact
Discover
Play Content List
TV
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APPS HAVE PROBLEMS:CONTENT ORGANIZATION
User Journeys
There are fundamental differences between broadcast and broadband content organisation. !Broadcast content is discovered through the publisher (channel) !Each App is a silo !Online content needs to be discovered directly. !Google does not provide a list of domains, but a list of pages.....
Find App Install App Search / Interact
RepeatPlay Content
item
App StoreTV
Interact
Discover
Play Content List
TV
![Page 28: The Evolution of the Connected TV User Experience](https://reader034.vdocuments.net/reader034/viewer/2022051209/5481536eb4af9fa5158b5f5b/html5/thumbnails/28.jpg)
APPS HAVE PROBLEMS:CONTENT ORGANIZATION
User Journeys
There are fundamental differences between broadcast and broadband content organisation. !Broadcast content is discovered through the publisher (channel) !Each App is a silo !Online content needs to be discovered directly. !Google does not provide a list of domains, but a list of pages.....
Find App Install App Search / Interact
RepeatPlay Content
item
App StoreTV
Interact
Discover
Optional
Play Content List
TV
App
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APPS HAVE PROBLEMS:CONTENT ORGANIZATION
User Journeys
There are fundamental differences between broadcast and broadband content organisation. !Broadcast content is discovered through the publisher (channel) !Each App is a silo !Online content needs to be discovered directly. !Google does not provide a list of domains, but a list of pages.....
Find App Install App Search / Interact
RepeatPlay Content
item
App StoreTV
Interact
Discover
Optional
Play Content List
TV
App
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APPS: THE CONSUMER AND OPERATOR VIEW
• Both Consumer and Operators, prefer to have common services across apps, e.g: • Payments • Personalisation • Community • Messaging
• The Barrier to entry, the cost of building apps, needs to drop away.
The final CTV solution will be a balance between the needs of the Content Publishers, the Viewers and the Manufacturers/ Operators. !Apps favour only the Publishers – but have a cost. !The evolution of the CTV UX will therefore be towards the Viewer and the manufacturer (acting as an operator).
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ENHANCED “SERVICES ENABLED” CTV UX
EPG
App1
App n
Content 1
Content 2
Content n3rd Parties
BCG
Service Platform
Metadata feeds
Content Driven interfaceneeds a “Broadband Content Guide”...
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UX EVOLUTION:1. CLOSER TO TV
The majority of viewing time is still using broadcast reception (T/S/C), “red button” principles show great potential for online usage by linking to online content from broadcast content. !Broadcasters have their own online content. Logical to position this integrated with the broadcast channel
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UX EVOLUTION:1. CLOSER TO TV
The majority of viewing time is still using broadcast reception (T/S/C), “red button” principles show great potential for online usage by linking to online content from broadcast content. !Broadcasters have their own online content. Logical to position this integrated with the broadcast channel
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UX EVOLUTION:1. CLOSER TO TV
The majority of viewing time is still using broadcast reception (T/S/C), “red button” principles show great potential for online usage by linking to online content from broadcast content. !Broadcasters have their own online content. Logical to position this integrated with the broadcast channel
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UX EVOLUTION 2: DISCOVERY TOOLS
Text Search 13% Related Content 43% Community 16% Recommendations 18% Advertising 10%
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UX EVOLUTION 2: DISCOVERY TOOLS
Text Search – Global or Content Owner Specific
Text Search 13% Related Content 43% Community 16% Recommendations 18% Advertising 10%
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UX EVOLUTION 2: DISCOVERY TOOLS
Text Search – Global or Content Owner Specific
Related Content – Related to Broadcast TV – Related to Broadband Clip
Text Search 13% Related Content 43% Community 16% Recommendations 18% Advertising 10%
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UX EVOLUTION 2: DISCOVERY TOOLS
Text Search – Global or Content Owner Specific
Related Content – Related to Broadcast TV – Related to Broadband Clip
Community – Sent from TV Buddies – Discovered on “Wall” or ActivityFeed
Text Search 13% Related Content 43% Community 16% Recommendations 18% Advertising 10%
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UX EVOLUTION 2: DISCOVERY TOOLS
Text Search – Global or Content Owner Specific
Related Content – Related to Broadcast TV – Related to Broadband Clip
Community – Sent from TV Buddies – Discovered on “Wall” or ActivityFeed
Recommended – As Popular/New/Rated etc – As Genre/Theme – Based on Profile behaviour – Based on Demographics
Text Search 13% Related Content 43% Community 16% Recommendations 18% Advertising 10%
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UX EVOLUTION 2: DISCOVERY TOOLS
Text Search – Global or Content Owner Specific
Related Content – Related to Broadcast TV – Related to Broadband Clip
Community – Sent from TV Buddies – Discovered on “Wall” or ActivityFeed
Recommended – As Popular/New/Rated etc – As Genre/Theme – Based on Profile behaviour – Based on Demographics
Advertising/Messaging
Text Search 13% Related Content 43% Community 16% Recommendations 18% Advertising 10%
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UX EVOLUTION 2: DISCOVERY TOOLS
Text Search – Global or Content Owner Specific
Related Content – Related to Broadcast TV – Related to Broadband Clip
Community – Sent from TV Buddies – Discovered on “Wall” or ActivityFeed
Recommended – As Popular/New/Rated etc – As Genre/Theme – Based on Profile behaviour – Based on Demographics
Advertising/Messaging
Text Search 13% Related Content 43% Community 16% Recommendations 18% Advertising 10%
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UX EVOLUTION3. SOCIAL TV
Watching TV with comments from your friends. !Viewing TV Friends activity lists and ratings !Sharing playlists and saved searches. !Integration with web based social networking tools.
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UX EVOLUTION3. SOCIAL TV
Watching TV with comments from your friends. !Viewing TV Friends activity lists and ratings !Sharing playlists and saved searches. !Integration with web based social networking tools.
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UX EVOLUTION3. SOCIAL TV
Watching TV with comments from your friends. !Viewing TV Friends activity lists and ratings !Sharing playlists and saved searches. !Integration with web based social networking tools.
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UX EVOLUTION4. MONETISATION
Payments, Entitlements and subscriptions needs to be part of the core UX, and not in each “Apps” !Viewers do not like registering with individual premium rate content sites on the web, it must be even easier on TV. !“Single Click” ennoblements and payments transform Manufacturers into “mini operators”
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UX EVOLUTION4. MONETISATION
Payments, Entitlements and subscriptions needs to be part of the core UX, and not in each “Apps” !Viewers do not like registering with individual premium rate content sites on the web, it must be even easier on TV. !“Single Click” ennoblements and payments transform Manufacturers into “mini operators”
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UX EVOLUTION4. MONETISATION
Payments, Entitlements and subscriptions needs to be part of the core UX, and not in each “Apps” !Viewers do not like registering with individual premium rate content sites on the web, it must be even easier on TV. !“Single Click” ennoblements and payments transform Manufacturers into “mini operators”
![Page 48: The Evolution of the Connected TV User Experience](https://reader034.vdocuments.net/reader034/viewer/2022051209/5481536eb4af9fa5158b5f5b/html5/thumbnails/48.jpg)
UX EVOLUTION4. MONETISATION
Payments, Entitlements and subscriptions needs to be part of the core UX, and not in each “Apps” !Viewers do not like registering with individual premium rate content sites on the web, it must be even easier on TV. !“Single Click” ennoblements and payments transform Manufacturers into “mini operators”
![Page 49: The Evolution of the Connected TV User Experience](https://reader034.vdocuments.net/reader034/viewer/2022051209/5481536eb4af9fa5158b5f5b/html5/thumbnails/49.jpg)
UX EVOLUTION:5. CONTENT DRIVEN
Direct discovery and play of content: – Interactivity and Apps become secondary
Content Discovery works across all Content Publishers – Playlists, Searches, Personalization work
multi-‐publisher Auto-‐play of next content item
– Valid for all content lists or queues. Some CPs will resist this:
– Resistance is futile!
TV Model: Entertainment First, Interactivity Second !Web Model: Interactivity First, Entertainment Second. !TV Apps model is wrong: same as the web but worse!
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UX EVOLUTION:5. CONTENT DRIVEN
Direct discovery and play of content: – Interactivity and Apps become secondary
Content Discovery works across all Content Publishers – Playlists, Searches, Personalization work
multi-‐publisher Auto-‐play of next content item
– Valid for all content lists or queues. Some CPs will resist this:
– Resistance is futile!
TV Model: Entertainment First, Interactivity Second !Web Model: Interactivity First, Entertainment Second. !TV Apps model is wrong: same as the web but worse!
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LESSONS AND CONCLUSIONS
The Road Ahead
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LESSONS AND CONCLUSIONS
• The Connected TV UX will evolve to be more like TV than like the Web
The Road Ahead
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LESSONS AND CONCLUSIONS
• The Connected TV UX will evolve to be more like TV than like the Web
• By Adding Device specific services and discovery tools, OTT CTV video can be made “better than the web” and “better TV”
The Road Ahead
![Page 54: The Evolution of the Connected TV User Experience](https://reader034.vdocuments.net/reader034/viewer/2022051209/5481536eb4af9fa5158b5f5b/html5/thumbnails/54.jpg)
LESSONS AND CONCLUSIONS
• The Connected TV UX will evolve to be more like TV than like the Web
• By Adding Device specific services and discovery tools, OTT CTV video can be made “better than the web” and “better TV”
• Apps are the beginning not the end – and have serious problems
The Road Ahead
![Page 55: The Evolution of the Connected TV User Experience](https://reader034.vdocuments.net/reader034/viewer/2022051209/5481536eb4af9fa5158b5f5b/html5/thumbnails/55.jpg)
LESSONS AND CONCLUSIONS
• The Connected TV UX will evolve to be more like TV than like the Web
• By Adding Device specific services and discovery tools, OTT CTV video can be made “better than the web” and “better TV”
• Apps are the beginning not the end – and have serious problems
• The “killer” App is entertainment • It must be kept first!
The Road Ahead
![Page 56: The Evolution of the Connected TV User Experience](https://reader034.vdocuments.net/reader034/viewer/2022051209/5481536eb4af9fa5158b5f5b/html5/thumbnails/56.jpg)
THANK-YOU
EVOLVING THE CONNECTED TV USER EXPERIENCE
Ian J Valentine Founder, Miniweb Technologies [email protected]
www.miniweb.tv