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сообщение 25.8.2011, 12:03
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Look smart, keep it simple


Over-complicated technology is unlikely to hook consumers, so the industry is determined to make connected TV as easy to understand as possible

Business Technology, July 2011

By Clare Holt

An email has just popped into my mailbox. One of those promotion things that appears every couple of days. “Unlimited WiFi when you’re catching up over dough balls,” it promises. There was a time when restaurants would have attempted to woo customers with unlimited soft drinks or perhaps a free salad but now, with our insatiable need to surf, email, post or tweet (“having dough balls for lunch with unltd wifi”), the pizza chains, along with everyone else, are having to innovate.

In TV land, the solution to this need is to get smart. The wider digital revolution of which connected TV is a part is proceeding at such breakneck speed that one senior TV documentary producer recently told me that programme-makers are having to adapt and change their workflows every three months just to keep up.

Is all this choice good for viewers, or does it threaten to confuse the joyous simplicity of vegging out in front of the box? Will we be won over by the siren call of video-ondemand, over-the-top content, enhanced interactivity, living room access to all our social media and the prospect of watching the YouTube baby panda sneezing in full 40-inch glory? (If you haven’t seen it yet, where have you been? Almost 106m hits and counting...)

Or will most of us end up with built-in smart technology that we never actually use? It may be that smart TV ends up moving into our front rooms by stealth.

“It’s a bit of a chicken and egg situation,” admits Tom Cape, founder of connected TV development agency Capablue, which has worked with many of the UK’s leading broadcasters to develop connected TV solutions. “People’s behaviour doesn’t change as fast as the technology changes. But you’ve got to develop the services in order to generate the interest and get the customers to use them.”

Cape is optimistic that, in time, consumers will embrace connected TV in the same way they have embraced other digital technologies.

“There’s some amazing stuff you can do now with interactive TV and interactive services,” he says. “It’s about taking the customer on a journey, and there’s a lag – as we saw with the dotcom boom – of getting the users to catch up with you. They will get there in the end though, and the potential impact is huge.”

“The coolest thing about Google TV is that we don’t even know what the coolest thing about it will be,” yelps the blurb on the Google TV web page. Connected TV represents a new, hybrid space, one in which broadcast and web technology come face-to-face. Cape believes we are witnessing the convergence of two very different cultures.

“The internet is very lightweight, open and agile; it’s experimental; you give things a go,” he says. “If you look at the new generation of technology that’s coming along such as YouView, HbbTV in Europe, Google TV and Apple TV, it’s driven by internet people, and those are the initiatives that are gaining greater momentum.”

Tasked with the tricky job of attempting to bring some harmony to a fragmented landscape is the Digital TV Group (DTG), which is working closely with the industry in an attempt to achieve a unified technological standard upon which new connected TV services will sit.

“We’ve been meeting with people about this for around five years now,” says Simon Gauntlett, DTG’s technology director. “There have been lots of different solutions being proposed, and what we’re trying to do now is move towards a common solution across the board, because that benefits everybody. We’re certainly much further ahead than we thought we’d be this time last year.”

Ultimately, success will depend on delivering a reliable and simple user experience. With connected TV being heralded as the biggest development since the advent of high-definition TV, the manufacturers will be hoping they have got it right.
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