Interactive television - the market of the future |
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What we expect from smartphones is now being offered by a new generation of television sets: direct access to the internet. Using the integrated browser during the current programme viewers can access online offers from the selected channel or use add-on services of other content providers.
By 2015 experts expect that 23 million sets will have been sold in Germany. That corresponds to a market share of over 60%. For channels, service providers and advertisers this opens up a completely new market. Via manufacturer‘s own TV portals or programme-related internet pages they can for the first time offer premium content such as films and high-quality own productions or a variety of further services for charge and create a new, highly attractive advertising environment.
After numerous manufacturers and channels had already been advocating standardisation of the access to interactive offers, on 30 June 2010 the European Telecommunications Standards Institute (ETSI) passed the new HbbTV standard as a Europe-wide industry standard.
TV-ID - a pay platform for all
TV pay content requires that customers can login and register. For channels with free-to-air content or providers who wish to use the new opportunities of interactive television there has up to now not been a possibility of enabling their viewers to register.
The newly developed TV-ID service solves this problem as a connector between viewers and providers. Irrespective of the type of device every viewer with a hybrid TV can register free of charge with TV-ID quite easily with the remote control. All it takes is a one-off registration to be able to use all the extra interactive services of the partners participating in the TV-ID network.
Concrete advantages result from this. Channels, service providers and advertisers can for the first time ever identify their viewers, address them personally and sell them pay content. TEVEO assumes as service provider all tasks arising from this, from storage and encryption of the data recorded and data management to invoice processing.
The advantages of TV-ID at a glance
Viewers
- gain simple access to the premium content and services of all participating partners. They incur no basic charge and no additional device needs to be bought and installed.
- only need to register once. For this all they need to do is enter a numerical code with the remote control.
- are given a secure payment process. Every payment process is confirmed as with the EC card via a 4-digit code.
- can rely on proper management of the data. All user-related data are saved in an encrypted form and not passed on.
Channels, service providers and advertisers
- can fully unlock the great potential of interactive TV through TV-ID.
- have for the first time the opportunity to identify their viewers and sell them pay content.
- can address their viewers personally and present individual offers to them.
- can offer their customers new advertising formats perfectly tailored to the target groups.
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