Interactive television
experiences and content to become more sociable when viewed on the wide screen.” Gater quotes research which shows that, between 2004 and 2009, there was a 28% increase in the number of hours UK consumers spend on the internet.
Joni Shakles, Philips TV customer marketing manager agrees: “The internet and internet streaming provide the ultimate in on-demand services and give consumers instant access to what they want, when they want it. TVs are setup for consumers to enjoy in the comfort of the living room. Bringing these worlds together is a natural step, as consumers get all the benefits of the on- demand services on a large screen that the whole family can enjoy.”
“Being able to access online content and services directly through a TV makes life much simpler for consumers. It means that services previously only available via computers and set-top boxes can now be accessed through a TV,” says Brian Palmer, chief executive of Cello Electronics, “Who wouldn’t want to be able to surf the internet, catch-up on programmes they’ve missed and check their social media networks from the comfort of their own sofa? Accessing web content via a TV is simple, easy and convenient.” Palmer adds: “I think internet-enabled TVs will definitely become mass market products – it will just take time to catch on like the vast majority of new technologies. However, once consumers become aware of the capabilities of internet-enabled TVs, then I think they’ll really catch on, especially if product price points are right.” Steve Lucas, Panasonic’s technical specialist, is another strong I-TV supporter: “It is a mass market offering. Networking functions make it possible to use the TV in a variety of fun ways, for example, sharing photos with friends and family.”
Help with installation But in order for I-TV to become a mass market offering, it has to be easy for consumers to install and use. Many people are techno-phobes when it comes to computers and even more so when broadband services are involved. Setting up a wireless router and adding devices to a home network is not always straightforward, especially when consumers have to deal with issues such as firewalls and encryption keys. Philips’ Shakles notes that: “Two of the key issues in providing I-TV functionality are: simplicity of installation and operation, and providing content specifically designed to
suit TV viewing. For I-TV functionality to become mainstream, it is important that it is simple to setup and use, and doesn’t require consumers to develop networking skills. We have designed a simple and intuitive interface for NetTV which looks no different to other standard TV features. It guides the user through the setup and requires little prior knowledge of networking.”
Philips was one of the first companies to offer wireless internet access on its sets, so that the consumer’s TV set did not have to be positioned next to the broadband router – which is often some distance from the living room. The company’s 9000 range of TVs will have built-in wireless access, and optional Wi-Fi dongles will be available for the 7000 and 8000 series. Humax’s preferred option for connecting its products to a home network
is the Powerline system, which carries data along home electrical wiring. “This is the method we are currently promoting with our latest Freeview HD products and also with our iPlayer-embedded Freesat products, as it’s likely to cause the consumer less problems when installing and provide ongoing stability of service,” says Humax’s North. Cello’s Palmer says: “As long as the consumer has a good internet connection, they shouldn’t experience problems. The iViewer can run via a wireless connection or from a direct connection to the internet via an Ethernet port.” LG’s Gater agrees: “The challenges of offering I-TV functionalities are minimal. If consumers are unable to connect their TV directly to their router, LG offers a wireless dongle, which can be connected to several of our models.”
“The internet and internet streaming provide the ultimate in on-demand services and give consumers instant access to what they want, when they want it”
Panasonic’s Viera Cast service
August 2010 The Independent Electrical Retailer 19
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