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