24 May 2017
23 BROADCASTASIA2017 SHOWDAILY 23
Many linear TV broadcasters and pay-TV ope rators with linear channels in Asia- Pacific are recognising the need to offer over-the-top ( OTT ), and indeed are moving towards this goal . The challenge , however , and especially for broadcasters who have no customer-facing functions such as customer service , billing and operations support , is how to monetise OTT .
Pay-TV is in a better position because it can already offer video-on-demand ( VoD ) and catch-up services to compete with OTT , without having to manage the same customer acquisition and delivery cost structures of linear TV . It is more about coming to terms with the fact that OTT is the new pay-TV and this , if handled properly , can be an opportunity .
OTT is really a threat because it offers viewers the ability to watch what they want , when they want , and with smartphones and 4G networks , where they want .
Apart from live events , sports and news , linear TV is really losing its relevance . Now that broadband availability and performance are here , OTT can deliver linear , live event TV . If linear TV broadcasters and pay-TV operators want to survive and thrive , they need to adapt to the new OTT world .
The options for change , or transformation , are quite extensive . You cannot rely on advertising revenue in its current forms anymore , as eyeballs continue to be divided across many channels — linear TV , pay-TV , VoD , mobile TV , OTT , YouTube , Netflix and many other content apps .
And don ’ t forget piracy and its illegal , insidious and relentless way of eating into legitimate content providers ’ pockets . Regulators are not recognising , and acting , fast enough to negate the affect piracy is having . As a result , TV operators are dwindling and failing .
Linear TV broadcasters , whether free to air or via pay-TV platforms , all need to transform towards the same OTT mode with all options of linear TV , catch-up TV , subscription video-on-demand ( SVoD ) and transactional
EXHIBITOR
BOOTH AIBD ........................................................................... 4D4-06 ALPHA NETWORKS ................................................ 4B4-01 AMAGI ....................................................................... 4H5-02 APALYA TECHNOLOGIES PVT LTD .................... 4F4-06 ARISTA NETWORKS .............................................. 6K2-01 ASIA-PACIFIC BROADCASTING UNION ......... 4F4-05 AXINOM ..................................................................... 4B3-08 BBRIGHT .................................................................... 6C2-03 BEIJING INTERNATIONAL RADIO , TV & FILM EXHIBITION 2017 BIRTV 2017 ............... 4F4-10 CEDAR BROADCAST & COMMUNICATIONS ( M ) SDN BHD ............. 6C2-10 CRYSTAL ..................................................................... 4S3-05 DISK ARCHIVE ........................................................... 6J4-07 DYNACORE TECHNOLOGY CO ., LTD ............... 6Q2-04 EGRIPMENT ............................................................. 6G4-08 FILECATALYST ........................................................... 4S3-05 GB LABS .................................................. 4S3-05 / 4T3-01 HEWLETT PACKARD ENTERPRISE .................... 6N2-04 IABM ........................................................................... 6C4-04 INFINIT GROUP PTE LTD ...................................... 4B3-08 KODICA .................................................................... 4M3-03
What ’ s next for linear TV ?
Paul Berriman , group CTO of PCCW-HKT , is presenting today at the BroadcastAsia2017 International Conference , New Business Models and Strategies Tracks on the topic What ’ s Next for Linear TV ?
video-on-demand ( TVoD ). They also need to go further . Of course , some content will be free and ad-supported , but there is a need for programme advertising , or ad placement , to supplement traditional interstitial advertising .
As linear and on-demand merge through “ OTT TV 2.0 ”, service providers will be able to capture a lot more user information . They will be able to both segment and target viewers , and use the power of OTT channels to send targeted advertising to increase the potency of the impressions on the eyeballs reached , thus restoring some of the advertising value .
Live events such as sports and news will still have premium value , as will new-release movies and drama series ( as long as the bane of piracy can be thwarted ), but the ability to have catch-up and on-demand will be equally important . This will translate into multi-screen experiences , including relationships with broadband and mobile providers to manage the data consumption of users .
Furthermore , events such as sports and the fast-rising eSports are contributing to the development of a more end-to-end experience for fans . TV operators can capitalise on content rights for live sports and develop the theme towards 360 ° engagement such as through social media , “ gamification ” and companion apps .
OTT services will become the new pay-TV , and the multitudes of content apps could result in aggregate subscriptions way beyond traditional pay-TV . These new “ OTT TV 2.0 ” service providers will serve a similar role as before to host the various apps in a kind of “ shopping mall ”, but be able to aggregate and bundle the apps on behalf of the content providers .
They will probably need to offer local services as before , such as marketing , sales and support as well as “ carrier ” billing and quality of service guarantees , which means the advantage will be with the fixed and mobile operator to become an integrated media provider too .
ADDENDUM : BROADCASTASIA2017 EXHIBITORS EXHIBITOR
BOOTH MEDIAWARE ............................................................. 4S3-05 MPLAY PTE LTD ...................................................... 4C4-03 NEVION ...................................................................... 4S3-05 OBJECT MATRIX ....................................................... 6J4-09 PIXEL POWER ........................................................... 4T3-08 QVEST MEDIA PTE . LTD ....................................... 6N2-04 SCISYS DEUTSCHLAND GMBH ......................... 6C2-10 SECURE TV , LLC ...................................................... 4D3-03 SMPTE ASIA / PACIFIC REGION .......................... 4D4-07 SOCIONEXT TECHNOLOGY
PACIFIC ASIA LTD ............................................... 4C5-07 SOFTNI CORPORATION ...................................... 4Q4-03 SOLITON SYSTEMS K . K . ........................................ 6R3-05 SUITCASE TV LIMITED ............................................ 6J3-02 TAG V . S ........................................................................ 4S3-05 TEDIAL ........................................................................ 4S3-05 TELELYNX CO ., LTD ................................................ 4C3-03 TELESTREAM ......................................... 4S3-05 / 4T3-01 TVU NETWORKS ..................................................... 4S3-05 VEYGO ........................................................................ 4F1-04 VSN ............................................................................. 4N5-02 YEGRIN LITEWORKS ............................................. 6G4-05
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