Live TV: The Killer App for the iPad. Not Only a Defensive Position

Posted by Gianluigi Cuccureddu SMP in Writers on April 10, 2011  |  0 Comments More from this author  |    |  Follow Gianluigi Cuccureddu SMP on: Facebook | LinkedIn | Twitter |

Foxnews wrote about the tablet as a second screen experience and why Cablevision, Time Warner and Comcast have jumped on the magic tablet ride. At one point the article states:

The apps are all free, too -- the catch is that viewers still have to pay a traditional cable TV subscription to gain access to the wireless streaming feeds. Why are cable companies doing this? By accommodating a second screen, they hope to stay relevant -- and retain their customers. "This is a defensive position," explained Dixon. "There's no question consumers want access."

The multiscreen TV experience is certainly not to just retain its customers (although it's definately important in terms of cost and efforts (in relation to new customer acquisition)). Multiscreen experiences enables all kinds of indirect additional revenue streams, think of an easy and well-done commercial experience through product placement, or branded content on the second screen based on the primary source or any contextual enriching experience that adds value to the viewer. 

The information hungry society is willing to pay for -additional and relevant- information as long as it enriches the experience. Any direct tCommerce opportunity is a second way to monetize on tablets (or any device) that could fit this. 

From an overarching and approach point of view, screens should not be viewed as screens or channels, but more from a consumer-centric approach, where is the ever-connected viewer/consumer be where TV and its industry can add value in the consumer journey. 

Retention from an Agile TV perspective is not solely related to the core content, and there ending the retention process, it will take much more effort than that.