|Create Date||October 1, 2014|
|Last Updated||May 20, 2015|
Interactive TV is once again in fashion among pay-TV operators, with a majority seeing a clear need to offer something that differentiates their offerings from rival OTT services and a strong interest among consumers emerging as a result of the proliferation of IP devices and a growing awareness of catch-up TV and other services available on the web, as outlined in this broadcast white paper by Zenterio Digital Solutions.
Pay-TV operators have a number of advantages and disadvantages in delivering interactive functionality to compete with that provided free-to-air and OTT rivals. Operators generally have a clear view of the types of service that their subscriber want and benefit - at least in theory - from the fact that they own network infrastructure.
On the downside, they typically deliver their services using a mix of technologies - broadcast for linear services and IP for interactivity, with the need to deliver all of this to a wide range of legacy set-top boxes as well as new retail devices such as tablets and smartphones - while OTT players deliver their services entirely in the IP domain.
|Interactive TV: The Big Picture|