TV Everywhere: Almost Everywhere, But Not Yet For Consumers

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TV Everywhere has many TV networks and content providers euphoric about new business growth.

But how does this translate to consumers? No one has figured out how to market this to consumers industrywide, on a broad scale.

Maybe that’s why some launches of iPad TV Everywhere apps have, for the most part, gone nowhere. Instead, those apps branded with names like Disney and Fox seem to work better, at least initially. SNL Kagan recently issued a report to that effect. And what is interesting here is that those content-owner apps don’t even have the wide range of TV and film content as other services.

I’m guessing it’s more about the identifiable entertainment brands that people know. Increasingly this also goes for Netflix and Hulu, with which people seemingly now have a better comfort level.

Also, multiple efforts – somewhat competing, somewhat confusing – could be the reason for the lag. Individual content players – TV/film studios and networks -- have been doing their own thing, along with the Comcasts, Time Warners, and DirecTVs of the world.

At the NCTA cable show in Boston this week, many executives mulled this issue.

Virtually ever TV network is pushing TV Everywhere as a savior to whatever traditional video distribution problems will arise – as well as expected consumer migration to many things digital.

Traditionally consumers are comfortable in signing up to one-all-encompassing service for all traditional TV entertainment – and that is why what cable, satellite, and telco operators have thrived for years.

Right now it’s still the Wild West when it comes to many digital apps: There is plenty to chose from. But the definition is still unclear for consumers in describing TV Everywhere.

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1 comment on "TV Everywhere: Almost Everywhere, But Not Yet For Consumers ".

1. Richard Lyons from PVP
   

   commented on: May 26, 2012 at 1:51 p.m.
   I have seeing huge ramp up in stations wanting to tap into social networking and use it to help them better market their product, although I have to say none of this seems to be built on sensible worked out revenue models. It smacks of the internet start up boom of try and gain market share at any cost and we will work out the revenue later. …. Networks are quickly putting more of their content online not only to stop it from being pirated but also to reach younger viewers whom advertisers covet without having an affordable national IP policy ….. Their mission should be to reduce audience fragmentation by joining OTA TV with IPTV at the local TV Station level. TV Stations must share superior internet tools and a second common website to be on par with Internet based services while focusing on TV Station core competency of strong local presence (Larger IP market size: maybe 300 miles & 4 million people, lower IP ad prices by sharing and quality IP local content would be a great start ) …. Again, the networks should support local IP/OTA content by their local TV Stations and a national IP site for local OTA broadcasters (one online site to select your channel from, just like your current home TV set works). . … Rich Lyons 818 516 0544

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