Live-to-VOD capabilities offer new ways to package live content alongside targeted advertising Today, the lines between live TV and video on demand (VOD) services are blurred. Hitting the …
Live-to-VOD capabilities offer new ways to package live content alongside targeted advertising
Today, the lines between live TV and video on demand (VOD) services are blurred. Hitting the pause button to take a quick break during a live football game is no longer just a farfetched impulse; it’s a practical expectation.
Replaying a scene from a live TV broadcast is now as simple as hitting the rewind button and catching up on a favorite show is just a menu option away. As a result, live streamed linear feeds of sports, news and entertainment content are becoming a competitive necessity.
Time-shifted services enrich live TV experiences, can be adapted for multiscreen viewing and offer new ways to package live content alongside targeted advertising.Increasingly, consumers expect their video anywhere, on any device and want to view that content with DVR controls like time delay, pause or repeat. Between 2011 and early 2014, the number of urban television consumers watching time-shifted content increased from 30% to 43%. Example of advanced live-to-VOD services include:
- Catch-up TV: Enabling viewers to replay TV shows broadcast hours or days earlier, catch-up TV allows pay TV operators to offer an alternative to on-demand movies and to monetize content through targeted
- Start-over TV:Time-shift TV controls let viewers replay a live broadcast already underway from the beginning and to switch back to a real-time broadcast feed. Targeted advertising streamed on top of existing commercial breaks offers distributors a new monetization avenue.
- nPVR:DVR controls, which enable creation and storage of live TV content recordings for playback on any device,are increasingly included as a component of pay TV subscriptions.
Pay TV operators can add value to live broadcasts by creating VOD assets in real time. Though customer satisfaction and loyalty are important objectives for operators,so too is monetization. Live-to-VOD capabilities offer new ways to package live content alongside targeted advertising.