Oct 10, 2019
Isn’t disruption great?
Generally speaking, disruptive times generate innovative ideas, tools, methods, and services. And when we find that they ultimately improve our lives, we all celebrate.
Well most do.
For those who are ultimately being disrupted, it may not be so great, especially those who do not recognize what’s happening, or ignore the signs of the times.
Take, for example, the disruption currently taking place in the TV/video industry. Those embracing it will ultimately look back and love what they see and what was achieved. Others, who either concede defeat or ignore the reality taking place around them, will have many regrets.
A new generation of viewers enjoying direct to consumer (D2C) media and blended TV solutions won’t tolerate my first experiences of watching TV.
Once upon a time, I was a remote control and TV reception enhancer
Being the youngest of five kids—and somewhat significantly younger—when one of my brothers wanted to change the channel, or get better reception on the family TV, yours truly was tasked with the job. I won’t talk about what happened when I tried to resist as I may end up needing therapy.
Suffice to say that I once had to watch an entire episode of Mutual Omaha’s Wild Kingdom holding the TV antenna in order to obtain the best reception.
You bet I enjoyed the cable TV disruption!!
Forgive me for sounding archaic, but the accessibility, flexibility, and reliability of TV today is something our youngsters take for granted. If only my kids knew how much I prayed for a younger brother or sister to relieve me of my TV responsibilities at home.
And while I’m ranting on about today’s millennials…
Can someone please explain to me why my daughter watches shows on her phone while sitting in front of the 55” 4K Smart TV?
I readily admit that I may be a bit late to the table with this observation, but it still boggles my mind to witness someone watching a 6” screen in front of a 55” screen! Perhaps I just need to heed Bob Dylan’s advice and accept that ‘the times they are a changing’. While my daughter’s behavior does not rise to the worldly social disruption that Dylan conveys, it is, nonetheless significant to those in the TV/video business.
With streaming fast becoming a critical element of any video content offering (note I resisted the temptation to say ‘mainstream’) traditional TV providers now have an opportunity to enhance their offering with a blended TV experience. Content rights owners can also jump on the bandwagon by launching new “Direct to Consumer” (D2C) services.
But let’s be clear. Streaming involves far more than simply sending your content over the web directly to your viewers. Whether part of a Blended TV experience integrated into a premium service, or as a standalone direct to consumer offering, your streaming aspirations must match those of any broadcast alternative.
What does a D2C solution need?
A great user experience must have low-latency, high availability, and rock-solid performance.
Clearly today’s kids and adolescents have a very different relationship with TV and video to when I was a child. And they have far less patience.
Without these critical elements in place, any direct to consumer service is bound to disappoint and send viewers searching for alternative video services.
The world of video has never offered so much to consumers, and the benefits will only keep growing. Ensuring that you have the right tools to deliver high quality streaming video is critical if you want to stay relevant.
Short Bio of Author
JT Taylor is responsible for developing and driving all product marketing, sales enablement, and thought leadership initiatives for three areas of the Synamedia portfolio: Infinite Platform, a cloud powered multiscreen video platform to process, secure, and distribute premium experiences across all devices; Foundation Platform, currently deployed to over 93 million homes around the globe; and the massively scalable Cloud DVR. When he’s not wearing his marketing hat, JT is busy trying to improve his golf handicap on the fairways of Atlanta, Georgia.