tv everywhere trend 3 of 4: clear consumer messaging

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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.

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Page 1: TV Everywhere Trend 3 of 4: Clear Consumer Messaging

© 2014 thePlatform for Media, Inc

Clear Consumer Messaging

Trends & Best Practices of TV Everywhere

Page 2: TV Everywhere Trend 3 of 4: Clear Consumer Messaging

© 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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Page 3: TV Everywhere Trend 3 of 4: Clear Consumer Messaging

© 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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Page 4: TV Everywhere Trend 3 of 4: Clear Consumer Messaging

© 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.

Page 5: TV Everywhere Trend 3 of 4: Clear Consumer Messaging

© 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.

Page 6: TV Everywhere Trend 3 of 4: Clear Consumer Messaging

© 2013 thePlatform for Media, Inc© 2014 thePlatform for Media, Inc 6

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

Page 7: TV Everywhere Trend 3 of 4: Clear Consumer Messaging

© 2013 thePlatform for Media, Inc© 2014 thePlatform for Media, Inc 7

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

Page 8: TV Everywhere Trend 3 of 4: Clear Consumer Messaging

© 2013 thePlatform for Media, Inc© 2014 thePlatform for Media, Inc 8

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

Page 9: TV Everywhere Trend 3 of 4: Clear Consumer Messaging

© 2013 thePlatform for Media, Inc© 2014 thePlatform for Media, Inc 9

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

Page 10: TV Everywhere Trend 3 of 4: Clear Consumer Messaging

© 2013 thePlatform for Media, Inc© 2014 thePlatform for Media, Inc 10

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

Page 11: TV Everywhere Trend 3 of 4: Clear Consumer 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.

Page 12: TV Everywhere Trend 3 of 4: Clear Consumer Messaging

© 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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Page 13: TV Everywhere Trend 3 of 4: Clear Consumer Messaging

© 2013 thePlatform for Media, Inc© 2014 thePlatform for Media, Inc

Engage with thePlatform

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and publishing tutorials here