Interactive television
A complete on- demand service The search engine giant Google recently announced that it was entering the I-TV market with Google TV. This aims to blend the internet with broadcast TV. The service will enable users to search for channels or shows, and access videos, music, photos and social networking websites on their TV screen. Sony plans to incorporate Google TV into future products. Google’s move has generally been welcomed: “Google’s move into TV is likely to just add another choice for the
consumer and many consumer electronic products, both TV and set-top box, are likely to carry the service,” says Humax’s North. LG’s Gater is intrigued by the development: “Consumers would like to access content from the comfort of their sofa using their existing remote control. A fully
integrated search engine inside the TV might be a perfect solution for someone without a PC or laptop, but whether this will replace a laptop or computer is unclear at present. This is something that LG is very interested in, and we are constantly monitoring the way that we engage with technology in the home.” However, Philips’ Shakles is more cautious: “Google is one of many companies providing the gateway to the web. However we have chosen to adopt an open model to content using open standards, which gives consumers control of what they access and our content partners control over how their content is displayed.” Cello’s Palmer adds: “It’s an
interesting development and I’m keen to see the level of uptake amongst consumers. Many people believe it won’t really take off, and although I
agree that a complete on- demand service is unlikely to go mass market, soon, it’s a trend that we are watching very closely.” Google TV makes the TV more like a PC, but is there a limit to how much a television should function more like a computer – for example, do people want to make Skype calls and read their emails on a TV? “The function of the TV will depend on where it is located in the home,” says Humax’s North, “our experience is that there is little desire for people to check their emails on the main TV. The main TV is often located in a shared room, so this can annoy others sharing the screen. It’s more likely that consumers will want to engage in more social aspects of computing using the TV, such as applications like Skype, where many people can sit in the same room and share a conversion with friends and family.”
“I think that there are some people who would love to do everything via their TV and others who prefer just to watch programmes on it – it really is a personal choice,” says Cello’s Palmer, “However, I’m sure a large percentage of people who regularly use email and Skype would love to be able to access the services directly via their TVs. Skype, in particular, really lends itself to TV.” Philips’ Shakles says: “Computer and
20 The Independent Electrical Retailer August 2010
television functionality will continue to converge. TVs will offer more and more features that are currently associated with computers – such as social networking and communication. There is also the potential for internet content to be merged with TV programmes, to create an enhanced viewing experience. However, it is important that any services don’t get in the way of standard TV enjoyment. TV viewing is a shared, social activity, so, while internet TV services are likely to increase, there are some functions that will remain better suited to the computer, such as writing emails.” LG’s Gater believes that: “Internet TV makes it easier for consumers to access their favourite content straight from the comfort of their sofa. As new services become available, the role of the TV in the home will change and give consumers a more interactive experience with their TV.” Panasonic’s Lucas says:
“Yes there is a limit, as TV processing power is not as great as on a computer. But there are lots of computer applications you may want to share with your family, which you can do on a large screen TV, such as Skype, or browsing photos albums, instead of sitting in a computer room, or having the laptop on your knee.” ■
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