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Adrian Pennington from New Media Age has written an excellent piece on the scrambling of UK broadcasters and agencies as Connected TV rolls out heavily in 2011 with the unveiling of Youview and rollout of Google TV IN 2011. He writes:
The expected arrivals of YouView and Google TV next year have got UK marketers, broadcasters and producers scrambling to understand the commercial and creative implications of web-connected TV platforms. These heavyweight entrants will excite a market already containing, IP Vision’s FetchTV, web TVs from Samsung and Sony, and IP-enabled games consoles.
He also spoke to players in the app dev community:
Application developers will need to work with varying technical specifications and grasp the wider implications of how users will experience a fusion of interactive and on-demand content and services. Paul Bennun, director of digital production company Somethin’ Else, says, “Connected TV should be considered as an ecosystem, with platforms explored on a shared technology basis.” With operating systems from Google, Apple and Sony likely to be deployed with multiple electronic devices in mind, this ecosystem extends beyond the TV.
...Developers will need to keep an eye on how quickly connected TV platforms achieve significant market penetration. FutureSource estimates that the total UK connected TV installed base will be 5.6m in 2011, growing to 28m - 100% household penetration - by 2014. “Until a platform gains traction,” says Bennun, “it’s tricky for a content owner or brand to justify major spend on it.”
YouView will deliver VOD opportunities for content suppliers such as LoveFilm and Blinkbox, as well as digital services from Skype, YouTube and Facebook. However, its SDK will ostensibly provide a way for content owners and brands, hitherto priced out of digital TV platforms, to gain access to the living room.