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How Industry Consortiums CTAM and OATC are Working to Boost TV Everywhere Success

Horia Galatanu | 05/21/2015

Attracting more pay-TV subscribers to TV Everywhere (TVE) has always been an exciting challenge, which involves continually improving the user experience and the way it is marketed. We're big fans and contributors to the work of two industry consortiums, Cable & Telecommunications Association for Marketing (CTAM) and Open Authentication Technology Committee (OATC), that are bringing industry players together to help increase TV Everywhere usage.

Cable is still trying to find right ad mix for TV Everywhere

Mike Dano | 05/06/2015

The TV Everywhere service is moving toward widespread adoption by cable customers, but it has yet to find the "right mix" for advertising, says Marty Roberts, co-CEO of thePlatform. Unlike with traditional linear programming, cable providers have control over the majority of ads shown during TV Everywhere viewing, with the type of ads determined by the individual operator's agreements with programmers, Roberts says.

In June of 2013, the CTAM Board of Directors asked that CTAM focus the consumer and residential resources on TV Everywhere in order to increase awareness and usage of the service with consumers.  A Board-appointed Steering Committee was formed and its members outlined the most important challenges to be addressed in the first phase of the project:

  • Recommend best practices for the user experience, specific to verification (authentication).
  • Research and recommend the best category name for the service, as it moves from industry to consumer reference.

These initial tasks have been completed, and efforts are currently focused on:

  • Developing a core service descriptor and supporting messages that resonate with consumers.
  • Planning 2014 consumer communications calendar to build awareness and promote the benefits of tv everywhere.
  • Implementing Phase One UX recommendations and developing a second phase of recommendations to enhance the TV Everywhere viewing experience.

The Steering Committee directs the work of experts on two small subcommittees to deliver User Experience (UX) and Marketing & Communications recommendations.

These subcommittees, in turn, confer with the Residential Products Working Groups to ensure broad industry support of the recommendations. The organizational structure follows.

TVE Project Structure & Steering Committee Membership

 

  • A+E Networks
  • Discovery Communications
  • Scripps Networks
  • Bright House Networks
  • Disney & ESPN Media Networks
  • Showtime Networks Inc.
  • Cable One
  • Fox Networks Group
  • Suddenlink Communications
  • Cablevision Systems Corp.
  • HBO
  • Time Warner Cable
  • Charter
  • iNDEMAND
  • Turner Broadcasting
  • Cogeco
  • Mediacom Communications Corp.
  • Univision
  • Comcast
  • NBCU
  • Viacom Networks
  • Cox Communications
  • Ovation

 

 While satellite and telco MVPDs are not eligible for membership, CTAM has been, and remains, open to cooperating with any MVPD on projects with mutual benefits.