In Broadcast - NAB SHOW 2017 - 67

67

www.inbroadcast.com | NAB Show 22-27 April 2017 | Product Preview

Transformative TV Experiences
Adam Nightingale, SVP International, looks at transforming
the video experience of today for the TV of tomorrow...

D

elivering and managing a
beautiful and engaging User
Experience (UX) is one of the most
important aspects of any video platform
offering. A customer commented
recently that content is no longer king;
the user experience is king - except
for football (which seems a reasonable
caveat). Anyway, with so much choice
and competition, consumers will
quickly lose patience with a service that
is not intuitive or engaging. Content
providers are already challenged with

ensuring the best UX across a vast
range of devices, and that is only going
to get more complicated.
Every service
How we discover and consume
content on a TV is very different
compared to say a mobile device.
Discovery on a TV can seem quite
clunky. This is one of the reasons why
we are investing more energy into
researching and developing new and
better ways of engaging with content
Virtual Reality - a challenge
and an opportunity

- we expect that technology from
companion devices to virtual reality
will take an increasingly central role in
the lives of video lovers.
New and emerging technologies
such as Virtual Reality (VR) add more
challenges, and more opportunity. VR
can be highly immersive and watching
a movie or sport in VR can be a great
experience and bring the viewer even
closer to the action. Whilst VR has
the potential to dramatically enhance
the user experience, we also need
to re-imagine the potential wider
applications of VR to truly maximize its
potential.
The real game-changer for VR will
be in giving users control over their
viewing experience.
Every consumer
To provide an optimum UX, we
shouldn't just focus on device type,
but also other variables, such as the
type of consumer, the time of day,
viewing habits and other behavioural

preferences.
Different
people
interact with TV platforms in very
different ways and it's important to
understand and ensure that the UX
will be attractive and will encourage
consumption of content. Accedo's
research team carried out a study
during 2016 to investigate how various
users across different demographics
interact with TV platforms. We
discovered major differences between
the preferences of consumers who
have grown up with interactive video
platforms, and those who's TV viewing
habits are aligned with the linear TV
world.
To offer just a single UX to all
consumers seems at best like a
compromise, or more likely a great
way to alienate a huge swathe of
potential
consumers.
Presenting
targeted content is nothing new,
but a dynamic UX can also enable
a completely different experience
to completely different customers.
In a world of personalized TV, the
user experience should be central to
engaging and retaining consumers
across all demographics.
www.accedo.tv


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Table of Contents for the Digital Edition of In Broadcast - NAB SHOW 2017

In Broadcast - NAB SHOW 2017 - Intro
In Broadcast - NAB SHOW 2017 - Cover1
In Broadcast - NAB SHOW 2017 - Cover2
In Broadcast - NAB SHOW 2017 - 3
In Broadcast - NAB SHOW 2017 - 4
In Broadcast - NAB SHOW 2017 - 5
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In Broadcast - NAB SHOW 2017 - 105
In Broadcast - NAB SHOW 2017 - 106
In Broadcast - NAB SHOW 2017 - Cover3
In Broadcast - NAB SHOW 2017 - Cover4
In Broadcast - NAB SHOW 2017 - S1
In Broadcast - NAB SHOW 2017 - S2
In Broadcast - NAB SHOW 2017 - S3
In Broadcast - NAB SHOW 2017 - S4
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