The Over-the-Top Video Conference (OTTcon) took place this week, and while I couldn’t make the trip out to San Jose, I did get a copy of Motorola’s presentation at the event. Director of Business Development Craig Bender spoke, and his talk addressed both the challenges and opportunities in incorporating OTT video with traditional cable- and telco-provided services. The prospect is daunting when you consider issues of content management and legacy technology, but it’s less so if you go in with a phased approach. The first phase for operators today is to upgrade existing VOD services.
Here are five recommendations for improving VOD in the short term and preparing for the integration of traditional VOD systems with OTT video.
- Add Live Capture
Think “Start Over” type functionality. The idea is to create short turnaround times for making live TV into on-demand content.
- Add Branded Extras
Bios, behind-the-scenes clips, outtakes, etc. These are the types of assets consumers expect based on their online experiences.
- Use Targeting for Higher CPMs
We’ve talked about advanced advertising for a long time. Implementation will improve revenue.
- Provide In-Channel VOD
Right now operators are still separating the live TV and VOD channel guides. Integration is key to fixing the user navigation experience.
- Add Bookmarking, Recommendation, and Community Features
Again, this is critical to improving user navigation. In a world of infinite content, consumers need a few guideposts.