TV portals offering local content such as news, weather, local listings of movies and restaurants, and event information will play a key role in helping multichannel video operators retain digital
subscribers, according to a recent report from the Yankee Group titled "TV Portals: Opening the Door to Interactive Television."
Similar to online portals, a TV portal is an interactive screen
that will lead viewers to interactive content and applications offered by their cable or satellite operator.
"Early deployments of TV portals suggest that they can reduce digital churn," said Adi
Kishore, analyst with the Yankee Group's Media & Entertainment Strategies practice. "The portal also offers a consistent and familiar interface for viewers, allowing operators to introduce new
interactive TV applications in the future, while minimizing viewer confusion."
According to the findings, the TV portals will help tie together multiple ITV applications as the network operator
rolls them out, and new applications will be adopted more easily by subscribers via a familiar interface.
Yankee Groups says network operators should avoid absorbing developmental costs for TV
portals. The additional resources spent on developing a unique, customized solution will not be worth the returns. Network operators will be better served by using the vendors in the market that have
prefabricated, but flexible, solutions.
Additionally, while Insight and Cablevision have already rolled out TV portals on their digital tier, broad deployments across cable operators are unlikely
for the next year.