In Broadcast - February 2018 - 33

33

www.inbroadcast.com | Vol: 8 - Issue 2 | February 2018

InMedia

Enhancing The Connected
TV User Experience
In a world of increasing connectivity, the TV user experience
has become disconnected, writes Anthony Smith-Chaigneau,
Senior Product Marketing Director, NAGRA...

V

iewers today increasingly watch
their favourite content via a whole
host of devices offering both free and
subscription services. Moreover, they
now need to sift through all these
services on tablets, set-top boxes,
streaming devices as well as games
consoles to get to search for content
they may want to consume. Equally,
the content quality they find ranges
from standard definition all the way
up to 4K Ultra HD. To add to this, the
industry has now added HDR to confuse
the viewer even more.
Disrupted Viewing
While we strive to capture the
consumer and keep them on a single
service with something we call total
audience immersion (TAI), viewing
is actually now more disrupted
than ever. The TV industry has
become inundated with different
user interfaces (UIs) on a device by
device, service by service basis. One
of the most prevalent of the past five
years is the aggregated app model,
popularised by services such as Apple
TV. This followed hot on the heels of
the smartphone revolution that saw
our phone screens divided into a grid
of colourful apps. The challenge for
consumers looking for an integrated
user experience is that, while apps
may look great on a smartphone, they
can be less useful for people who
simply want to watch TV. So while apps
are becoming increasingly prevalent in
the TV industry, providers may want to

resist this approach. Apps lead users
to miss out on content that's hard to
find, making it more likely they will be
limited to only the content they can
recall.
EPG Validity
Despite the new UIs, is there still a
place for the electronic programming
guide (EPG)? NAGRA would say yes.
Rather than migrate to a search bar
scenario with a keyboard to type in
a show, film or sport name, we need
to be cognizant of the household
demographics who would interface
with the TV. The amount of effort
required to use the search function
in TV and via apps reduces the
likelihood that consumers will change
their habits. Instead of encouraging
innovation, apps hinder by creating
content silos, vexing those who want
more variety of choice. Moreover, the
aggregated apps model gives content
providers a constant battle to get their
app in a prime position on the screen.
Like on Google, if you are not on the
first page, you are irrelevant.
User Experience Is Key
Instead of focusing solely on apps
and constantly referring to millennials,
while searching for the best user
experience solution, pay-TV companies
should look for UI designs that deliver
a comprehensive user experience or
content journey with all viewers in
mind - one interface to rule them all.
Sling TV has aimed to achieve this

with an updated TV app that uses
a straightforward grid of channel
listings. And customers who prefer
the previous UI can easily switch back.
Though far from revolutionary, it is
an attempt to simplify the viewing
experience. For that reason alone, the
company should be praised.
For all the other benefits of a more
competitive marketplace, there is no
advantage to a technically superior
service that consumers simply
cannot use intuitively. That's where
maintaining the tried and tested EPG
gives providers an advantage. There is
still a large percentage of the viewing
population that still likes this method
of accessing content. A blended UI
with both the familiar and new ways
to access content is a sure-fire way
to offer a satisfying experience for
all ages that use the service. And by
alleviating some of the confusion
around actually using the product,
providers can invest in making
the service better in ways that the
consumer will appreciate.
A commitment to maintaining access
to the EPG is not a refusal to embrace
the future. For instance, NAGRA has
built a search mechanism that offers
the user, who may struggle with
deciding what to watch, a new way
to access video assets. The content
randomiser shuffles the pay-TV
provider's content, offering it up in an
enticing way. Other methods such as
'what's trending' and 'social' also help
to enhance the user experience.

Seamless Services
The TV industry needs to work
towards an integrated user experience
that
seamlessly
encompasses
traditional scheduled TV alongside
apps and other services like catch-up
TV. NAGRA research shows customers
desperately want simplification and to
access all their content in one place on
one device, with one remote control,
with the option to break-away on
mobile devices, when they feel like.
The ideal system would let us benefit
from a mix of old and new techniques.
It would also add the intelligence
of algorithms without becoming a
slave to their suggestions, as well
as bringing in voice elements that
alleviate the need to use a keyboard.
All of this would engage with us on
an emotional - not just a logical -
level. And it would enable us to easily
navigate the full range of exciting
content now available to us. To move
forward, pay-TV providers need to
embrace the best of the past while
integrating the latest developments to
shape them into technologies of the
future.


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Table of Contents for the Digital Edition of In Broadcast - February 2018

Contents
In Broadcast - February 2018 - Intro
In Broadcast - February 2018 - Cover1
In Broadcast - February 2018 - Cover2
In Broadcast - February 2018 - Contents
In Broadcast - February 2018 - 4
In Broadcast - February 2018 - 5
In Broadcast - February 2018 - 6
In Broadcast - February 2018 - 7
In Broadcast - February 2018 - 8
In Broadcast - February 2018 - 9
In Broadcast - February 2018 - 10
In Broadcast - February 2018 - 11
In Broadcast - February 2018 - 12
In Broadcast - February 2018 - 13
In Broadcast - February 2018 - 14
In Broadcast - February 2018 - 15
In Broadcast - February 2018 - 16
In Broadcast - February 2018 - 17
In Broadcast - February 2018 - 18
In Broadcast - February 2018 - 19
In Broadcast - February 2018 - 20
In Broadcast - February 2018 - 21
In Broadcast - February 2018 - 22
In Broadcast - February 2018 - 23
In Broadcast - February 2018 - 24
In Broadcast - February 2018 - 25
In Broadcast - February 2018 - 26
In Broadcast - February 2018 - 27
In Broadcast - February 2018 - 28
In Broadcast - February 2018 - 29
In Broadcast - February 2018 - 30
In Broadcast - February 2018 - 31
In Broadcast - February 2018 - 32
In Broadcast - February 2018 - 33
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In Broadcast - February 2018 - 68
In Broadcast - February 2018 - Cover3
In Broadcast - February 2018 - Cover4
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