Oliver Stone apparently had his most fun making Alexander, detailing the Macedonian’s mercurial campaigns that culminated with the invasion of India. It was the height of Alexander’s conquest. Like Alexander, linear Pay TV is facing an inflection point as it reaches the apex of its offerings. After HD, the PVR and 3D, the next offering is apparently 4K, but don’t let that fool you as consumers know when overkill has arrived in their living rooms. Today’s consumer is too busy trying to figure out how to make use of the 150+ channels they subscribe to. Aside from battling the influx of pesky OTT players trying to outflank them, Pay-TV operators are simply trying to give customers a reason to pay exorbitantly high subscription fees.
The notion that content is King is no longer being touted. It is a given. It is a price-of-entry requirement. A hygiene point. Now the new, must-have is Content Discovery and your Pay-TV set-top boxes need to get connected to the web real quick. But overall, if your organization doesn’t have Content Discovery as a strategy, it could be on as rapid a decline as Alexander’s armies were after the Battle of Hydaspes. Sky Deutschland is one of the many operators (like Astro) that’s doing it now.
Content Discovery encompasses the following:
Search Engine. Usually productized in as Global Search, this powerful feature allows anything in the PVR to be searched from keywords entered. Both linear, PVR recordings and VOD catalogues should be included, and this can be powerful if aided with an advance EPG. Search, then Record. Simple as that.
Recommendation Engine. This is the where users will increase consumption. Content-based recommendations will ensure users get the most out of a vast catalogue but it is also important to note that a true, personalized recommendation engine (one that knows your past history) is deployed.
Social Recommendations. Using the wisdom of the crowd could be important. What if you could log-in using a Facebook account and share your Top 5 or Watchlist with others? And what if your OTT device or Set-Top Box told you that such content being shared by others was available already?
This is the future of TV as we know it. Don’t boast about content anymore. Shout out discovery and your customers will have one less reason to cut the proverbial cord.