Set-Top Think Tank Wants To Improve Connected TV Experience

Watching

A consortium formed to examine the potential of set-top-box data to transform research is moving a bit afield. It is studying consumer usage of connected TVs. Estimates call for sales of the devices, where Internet connections can allow Netflix viewing and a chance to update a Twitter feed, to grow.

The Collaborative Alliance Set-Top-Box Think Tank, with members stretching from NBCUniversal to OMD to TiVo, will partner with Rovi on the initiative. Rovi, which sells advertising on connected TV systems on behalf of manufacturers, has usage data to share from Sony and Samsung.

The think tank members are not necessarily interested in advertising opportunities (although that has implications), but how people may navigate through the connected TV interface. Also, how that might be more consumer-friendly.

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"If it is done right, the potential is there for really improving the viewer experience on many levels," said Charlene Weisler, a research consultant and member of the alliance group.

Still, the think tank is hoping to get advertisers that are using connected TVs as a medium to share effectiveness data. MPG client Carnival Cruise Lines is on board, and Ford and Hellmann's may be as well.

"We really want to ascertain trends," said Weisler.

Connected TVs can also be called smart TVs. For manufacturers, advertising offers a new revenue stream and allows them to have a relationship with consumers between TV purchases.

However, they don't want to necessarily build sales forces, so Sony has turned to Rovi. Among its offerings are ads on program guides.

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