@MWC 2016: Ovum - operators must transition TV from households to individuals | MWC 2016
By continuing to use this site you consent to the use of cookies on your device as described in our cookie policy unless you have disabled them. You can change your cookie settings at any time but parts of our site will not function correctly without them. [Close]
Breaking any habit is hard but breaking one from the 1950s - that is broadcast TV to homes not those in them - is precisely what the TV industry needs to do to succeed, a research note from Ovum proposes.

Presenting his take on proceedings at the Mobile World Congress 2016, Ed Barton, practice leader in TV, said that operators must progressively transition the TV experience from addressing households, as it has since the 1950s, to addressing individuals. He advised TV service providers to gather data about their customers and their viewing behaviour through set-top boxes (STBs) and other screen-based viewing devices and video apps.

By doing this, Barton argued, they will put themselves in a potentially very powerful position as the segment of the value chain with the highest visibility of the audience, the household subscriber relationship, while also having the ability to gather and subsequently interpret the data on viewing behaviour.

Barton suggested that offering data platforms and analytics to interpret the data is an important step in enabling operators to begin this process. However, he conceded that the industry had to date saw little evidence of operators leveraging the wealth of data available. Moreover, Barton warned that any changes to be made had to be lightly felt by audiences in order for them to be accepted. If this is done, Ovum expects the potential short-term wins to include better content recommendations for video-on-demand (VOD), better channel recommendations, and more relevant ads through targeting.