tv everywhere trend 3 of 4: clear consumer messaging
DESCRIPTION
To help our customers find success with their TV Everywhere initiatives, we interviewed three of the industry’s biggest players to find out their best TV-E practices: Scripps Networks Interactive, Comcast, and Bell Media. Through this research, we uncovered four key trends.TRANSCRIPT
© 2014 thePlatform for Media, Inc
Clear Consumer Messaging
Trends & Best Practices of TV Everywhere
© 2013 thePlatform for Media, Inc© 2014 thePlatform for Media, Inc
Introduction: TV Everywhere
In the past five years, TV Everywhere (TV-E) has moved
from a handful of offerings available only in a few selected
markets to a smorgasbord of network offerings for viewers
around the world to consume.
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© 2013 thePlatform for Media, Inc© 2014 thePlatform for Media, Inc
Introduction: TV Everywhere
Also within the last five years, the number of video-enabled
devices connected to the internet (which broadly includes
tablets, smart TVs, game consoles, smartphones, set-top
boxes, PCs, and others) has grown exponentially.
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© 2013 thePlatform for Media, Inc© 2014 thePlatform for Media, Inc
Introduction: TV Everywhere
So how can a media company make the most of this
opportunity?
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To find out, thePlatform interviewed three pioneering
media companies that have found a lot of success with
their TV-E initiatives: Scripps Networks Interactive,
Comcast, and Bell Media.
© 2013 thePlatform for Media, Inc© 2014 thePlatform for Media, Inc
Introduction: TV Everywhere
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Through this research, we uncovered four key industry
trends:
This presentation will walk you through trend #3.
1. Live Completes the Content Package,
2. Bringing C3 and D4 Together Online,
3. Clear Consumer Messaging, and
4. Easier Authentication.
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There has been a big push in recent months to clearly
communicate to the public what TV Everywhere is and
who it is for – subscribers.
Clear Consumer Messaging
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When TV-E first arrived on the premium TV landscape,
many consumers assumed that it was just another way
for media companies to try to sell them something.
Clear Consumer Messaging
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Clear Consumer Messaging
“We are constantly reinforcing the message
that TMN GO is part of the consumer’s
subscription at no additional cost and that it
increases the value of a subscription to The
Movie Network. It may sound simple but the
more people use their subscription, the less
likely they are to unsubscribe.”
– Domenic Vivolo, Senior Vice President of Pay TV
Bell Media
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Providers of TV-E are also making an effort to help subscribers understand what credentials they need to use when logging into their accounts. With all the many different online accounts that people have in this digital age, each one requiring a login, it’s rather common for users to get confused.
Take Comcast, for example…
Clear Consumer Messaging
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By clarifying the messaging around what login credentials the subscriber should use, Comcast believes that it will greatly improve the user experience. To illustrate this concept:
Clear Consumer Messaging
Vague: “Username” Clear: “Use Your Comcast Xfinity Email”
Account Sign-In Box
Messaging
© 2013 thePlatform for Media, Inc© 2014 thePlatform for Media, Inc
I Want My HGTV Everywhere: 2013 Trends and Best Practices of TV-E
Other TV-E Trends
For a more in-depth exploration of the TV Everywhere
industry, recent trends, and the best practices for finding
success, we invite you to read our white paper:
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Download the white paper here.
© 2013 thePlatform for Media, Inc© 2014 thePlatform for Media, Inc
If you want to take part in the exciting opportunities of TV-E,
thePlatform can help. We have been a key industry player
since the beginning. From media upload to the final player
skin, there isn’t an aspect of online video technologies that
we haven’t touched.
Call us to learn more about how we can help you:
Toll Free: 1 (877) 436-7940
About thePlatform
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© 2013 thePlatform for Media, Inc© 2014 thePlatform for Media, Inc
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