Commentary

Speak Now For Disney Movie Or Theme Park Coupon

Cable operators have been talking about upgrading their interactive program guides for some time. With Netflix offering such an appealing search interface and powerful recommendation engine, the feeling is they need a swifter, simpler way to find programming.

If the operators want to continue to tout their 30,000 video-on-demand titles, allowing customers to easily comb through them is critical, while offering suggestions would be an added benefit.

An option for giant steps was announced Tuesday that could blow past those scroll-and-click guides. A Harvard Square company has developed voice-recognition software that can be implanted in a set-top box and might do to the remote control what electricity did to the candle.

Besides transforming program selection, it offers potential to boost the effectiveness of interactive advertising. So, Comcast and Cablevision should consider offering it for multiple reasons.

The “Virtual Assistant” functionality from Vlingo Corp. -- a company to be merged with one working with Apple on Siri -- allows a viewer to simply speak into a smartphone to search programming by actor, genre or other characteristics.

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Lazy and uncertain, a consumer can simply say “What’s on tonight” and a listings guide pops up on the screen. So does the question: “Are you looking for something specific?"

Say “I am desperate for ‘Real Housewives!” and that should lead to Bravo. “Go ahead, make my day, give me Clint Eastwood” might offer choices of his films either on VOD or Netflix if there is an Internet-connected TV.

The Vlingo system also allows a few voice commands to program a DVR. Ask to post “JLo is making me love ‘Idol’ now” on a Facebook page, and the comments land there quickly.

Getting people to forgo the remote control won't be easy and some will always prefer it. Yet, with more and more people holding smartphones while watching TV, the system would seem to dovetail with consumer behavior.

Vlingo’s CEO Dave Grannan said at the Consumer Electronics Show (CES) in Las Vegas that the the system -- an app on the smartphone propels it -- should be available later this year. Also, according to the Los Angeles Times, Vlingo is working with cable operators and TV manufacturers on rollout plans.

(Other tech companies would be expected to follow Vlingo in finding ways to use voice-recognition as TV search engines and the L.A. Times said set manufacturers have indicated they plan to bring the capabilities to their remotes.)

At Vlingo, the Times reported CEO Grannan said he expects cable operators and set manufacturers to make the "Virtual Assistant" technology available for free. Revenue will come in part from studios and networks paying to have their programming featured in search results. (Grannan said the “sponsored” results will be designated for the viewer.)

Surely a struggling NBC would pay for “Harry’s Law” to lead off selections for someone saying “I want a legal drama."

But besides network promotions, handheld voice control might give interactive advertising some jazz and increase usage. Cable operators have been offering advertisers the chance to prompt a viewer to order a product sample via a few clicks of the remote, or toggle over to a lengthy promotional video.

Yet, questions remain how many people actually want to go through the trouble of double opt-in clicking and other maneuvers.

Wouldn’t there be greater potential in using the spoken word? In a spot, Coke could offer a viewer a coupon in the mail by just saying “Open Happiness." Paramount could automatically switch viewers to another channel playing exclusive clips of a coming thriller if they just say  “I’m ready for action."

Of course, advertisers would need to consider particular environments. If watching with the whole family, an itchy dad probably wouldn’t say “I need relief” -- even if a lifetime supply of Preparation H is offered.

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