Cablevision Argentina personalises TV experience with ContentWise

Family watching the telly and really enjoying it
Neal Romanek
May 5th 2017 at 3:57PM : By Neal Romanek

ContentWise system uses machine learning to anticipate user actions and facilitates content discovery

Cablevision Argentina (CVA) is now using the ContentWise personalisation system in its new Cablevision Flow suite of multiscreen TV services.

The ContentWise system anticipates user actions using machine learning and facilitates content discovery by sorting content based on user taste and showing trending titles popular with other subscribers with similar viewing habits. ContentWise has been selected as part of a new video platform, which includes the Minerva 10 multiscreen TV platform by Minerva Networks.

ContentWise aims to give broadcast, pay TV and OTT operators control over the curation and automation of a personalised TV experience. The system includes a UX engine API that controls each user interface element across screens and apps.

The solution includes editorial tools that enable content programmers to achieve unprecedented control through the use of predictive performance tools, curation, dynamic streams, business rules and A/B testing. The data driven UX engine includes four critical KPI analytic sets: user activity, financials, engagement and recommendation effectiveness metrics.

ContentWise will enable Cablevisión Argentina to utilise personalised content discovery with context-aware algorithmic and social content recommendations, automatic micro-genres, dynamically adapted to the CVA Spanish offering, and assisted content curation tools, including business rules which give greater control to editorial and marketing teams.

“CVA customers are looking to enjoy a personalised TV experience,” said Guillermo Paez, Cablevisión's product and innovation manager. “ContentWise expands our ability to deliver state-of-the-art personalised TV experiences, make our offering more attractive and learn about our subscribers' preferences. It is the foundation upon which we are able to continue to enhance and extend our service offering.”

“We are proud to help deliver a great entertainment experience”, said Paolo Bozzola, CEO of ContentWise. “Minerva 10 beautifully integrates with our UX automation APIs to give Cablevisión Flow an intelligent UI that reacts to user’s behaviour and puts relevant content in the very first screen. The need for scrolling and browsing is minimised. Cablevisión understands that populating the screen with what’s relevant for each user leads to a shorter time-to-content, a stable frequency of return and ultimately to a higher subscriber retention. Our audience models based on machine learning also help CVA editorial and marketing teams to make better content curation and promotion decisions, leading to a powerful blend of algorithmic ranking and business priorities.”

Cablevisión is present in 12 provinces and 90 cities across Argentina. Cablevisión SA is divided into three major business units offering different services: Cablevisión provides pay TV services, Fibertel provides high-speed internet services and FiberCorp provides solutions in telecommunications to small, medium and large companies.

The company recently acquired Nextel Argentina, with which it plans to venture into the mobile phone business. Cablevisión currently has 3.5 million cable TV customers and nearly two million broadband customers.