iptv/hybrid tv feature
Don’t just watch TV, Fetch TV
or many years now the video-on-demand (VoD) market has been subject to a number of false starts. Numerous players have, in most instances because incumbent technology could not support platforms and delivery ideas, seen false starts end their efforts early. Now technology has caught up with hardware ideas and broadband, copyright protection systems and - most importantly - the consumers mindset are ready to embrace the developments in VoD. It is now apparent that on- demand content delivery is ready to build on its already laid foundations. Even with the advancement of broadband and on-demand allowing the viewing of content on computer screens it is apparent that people still like to watch content on their TV screen rather than on a PC screen. Yes, the convenience of watching programmes when a consumer wants to watch them rather than when a scheduler says so is certainly proving popular - 100 million BBC iPlayer downloads in December 2009 prove this. ‘Must see’ scheduled TV events are becoming rarer and some might
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say are restricted to major live sporting events and live voting shows such as X Factor. But the TV screen is still the preferred place to watch content. UK-based IP Vision launched FetchTV in November 2008. FetchTV’s platform is a hybrid that delivers traditional TV channels via the Freeview platform alongside an over-the-top video on demand service, a PVR and media centre all through a traditional stb. IP Vision has also been able to deliver content that is currently viewed on a computer screen, such as the BBC iPlayer, to a TV screen. The company signed a deal last year that will also see BSkyB’s online content offering, Sky Player, accessible on a TV screen via a FetchTV stb by March 2010. The difference between FetchTV and other market players is that the VoD content can be delivered via any UK broadband supplier and the consumer only pays for the on-demand content they choose to watch. For the consumer this means the best choice of broadband supplied to suit their needs along with no monthly subscriptions for the VoD content. With the world still suffering the aftershocks of the financial crisis
The difference between FetchTV and other market players is that the VoD content can be delivered via any UK broadband supplier & the consumer only pays for the content they choose to watch.
consumers are careful about what they are spending money on. All of a sudden consumers are questioning whether monthly subscriptions to channel and movie packages that aren’t regular viewing are the best economical decision.
The benefits and choice the FetchTV box offers the consumer, however, is only half of the story. IP Vision’s electronic programme guide is HTML overlay programmed. This allows IP Vision to create branded environments within the platform quickly and very economically. The platform currently boasts a National Geographic branded channel.
The explosion of social media has seen interaction between brands and their customers become a two-way street. Gone are the days when brands talked at their consumers. In today’s world consumers have the power to ask questions and get instant responses. Brands have to be in touch with their consumers to ensure the experience is as good as it can be. This communication has remained online in recent years but there is no reason to doubt that groups of people watching movies on a TV screen will be able to interact and communicate with each other in the near future. They will be able to recommend shows to view directly to each others TV screens. IP Vision has a stable platform that delivers content from providers including Disney and Paramount end to end and directly into consumers houses. The platform is active and in action. With companies exploring creating branded channels that
www.ibeweb.com l march/april 2010 l ibe l 39
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