Challenges in the IPTV landscape

The IPTV landscape in all its glory
Peter Cox, Perception TV
Opinion
April 19th 2016 at 12:50PM : By

The expanding IPTV market is expected to be worth $80 billion by the year 2020 and represents a new distribution market and lucrative revenue stream for content - but a challenging landscape to operate in

Early IPTV deployments demonstrate that significant business and technical challenges - such as personalisation, advertising, content portability and digital rights management - must be overcome to ensure that IPTV is as flexible and engaging as traditional TV viewing.

Platform personalisation

According to the ‘IEEE Transactions on Broadcasting report’, content adaptivity can increase the end-users perceived quality in highly loaded and variable delivery conditions – suggesting that personalised content improves a user’s perception of the TV experience.

IPTV enables personalisation in a way that was not possible with traditional TV. Content can be adapted based on a user’s characteristics, interests and demographic (e.g. name, gender, age, occupation and location) to provide personalised program guides, recommendations, targeted advertising and location specific content.

Content providers, TV start ups and aggregators can personalise the platform by brand image, viewer location, and regional content. Its regionalisation feature enables broadcasters to service multiple regions from a single installation - offering segmented back-end services and the ability to present different content, billing triggers and branded user interfaces dependant on location.

Increased functionality

One of the critical aspects of IPTV user experience is fast access to content – 47% of consumers expect a web page to load in two seconds or less. IPTV service offerings need to be differentiated from traditional TV services but replicate the fast access to content that is important to viewers. PerceptionTV’s ability to change content streams in less than a second allows users to experience channel changing speeds consistent with TV. This enables IPTV operators to attract new subscribers and reduce churn by offering a premium service with the best user experience; effectively delivering a traditional television service but on multiple connected devices.

Use of cloud services

The use of cloud-based services offers scalability and a high level of reliability necessary to support IPTV delivery to devices. With the likes of PerceptionTV, TV brands are able to offer users a digital locker in the cloud where they can record and store content with relevant digital rights. Local copies do not exist, removing the risk of piracy – making it more secure than a traditional hard drive.

PerceptionTV gives viewers access to live; on-demand; recorded; and catch-up TV content – delivered through the cloud. Unlike a traditional home PVR, the cloud-based PVR makes content accessible to any device with an internet connection. Programme tagging allows viewers to jump to pivotal moments within a programme or just continue from where they left off.

Tackling expanding markets

IPTV is a significant business opportunity in developing markets with a number of regulators seeking the flexibility and choice that IPTV services provide. The global democratisation of TV has begun and even countries that would not traditionally have been associated with advanced internet services - Iran for example – are issuing licences to content providers to encourage variety and diversity in TV.

Baran Telecom, one of five licence holders in Iran, selected PerceptionTV as the preferred platform for its AIO IPTV service. Its new service is one of the first IPTV platforms to be launched in Iran and has the potential to reach 74 million citizens.

Traditionally entering the television market has been extremely expensive and slow but this is no longer the case. Perception enables brands with video content to create a multiscreen, multi-channel environment in less than 16 weeks, enabling any business to become a TV broadcaster, quickly, simply and effectively.