From IPTV to OTT: shaping multiscreen strategies

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Category: Press Release

Published on Tuesday, 20 December 2011 11:42

Written by Super User

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Delivering content to multiple devices is the next step for IPTV providers as they move beyond walled gardens and begin to embrace open Internet standards (writes Gannon Hall, EVP Global Marketing at KIT digital).

The proliferation of Internet connected devices and new, Internet-delivered premium video services such as Netflix, Hulu and Apple iTunes, are challenging service providers to meet the demands of “anywhere, anytime” subscribers. 

In reaction to this, service providers are developing multiscreen strategies as a way to offer competitive content services that help to retain customers and grow their subscriber base. The move toward multiscreen content delivery is an industry-wide trend and the next phase in the continuing evolution of broadcast delivery models, preceded by the move from terrestrial, cable and satellite systems to IPTV, and now to hybrid IPTV/OTT systems, eventually leading to pure open Internet based broadband TV models. 

IPTV in its original incarnation existed in a closed network environment with a straightforward business model, but didn’t prepare for the multi-device future that is rapidly changing consumer behaviour and redefining media consumption habits. These trends are driving the transition from single-screen delivery models to a diverse and dynamic ecosystem that has the flexibility to meet the needs of a range of consumer devices.

The necessity of delivering video content to multiple devices is driving service providers to re-evaluate their approach to IPTV, adopting new models that leverage cloud-based video asset management systems and “over-the-top” (OTT) open internet-based content delivery. Consumers want access to content on all of their Internet-connected, video-capable devices, forcing service providers to quickly deliver solutions or risk seeing their subscribers go elsewhere.

source by http://www.iptv-news.com

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