Description: The article is mainly about comcast activate. The readers can see some brief information about three pieces of news on the platform and also know some challenges the cable operators of Comcast’s Platform will have as programmers on the website.
Platform has three pieces of news to talk about, we’re excited about these announcements, the first is that we’re going to be adding Rogers communications as a customer of the platform, we’re going to be working with them on a new broadband video initiative that they’re undertaking today for the platform.
This means that we’re working with five of the seven largest cable organizations in North America today, so in addition to Rogers, we work with Comcast Time Warner Cox and cable vision second piece of news.
What we have is that we announce that we have twenty new programming networks that are utilizing the platform, so these are twenty new customers, we’ve added in last two months, when you think about the cable programming universe, there’s only a hundred, so 20 is a significant number in terms of the overall market.
These are companies like eg4 and style as well as a number of sports networks, the first group is the Fox Sports network’s, it’s a great example of how broadband video can make that and the potential of broadband video, these companies have lots of content around high school football games and the swim meet and the college basketball games that they can’t fit into their linear TV channel today.
So they’re putting all this content online and they’re starting to generate revenue from it in terms of advertising revenue, a subscription revenue pay-per-view, so it’s a great application there.
In addition to Fox Sports Net, we’ve also added a number of Comcast SportsNet properties as well, so in total, 20 new programming networks.
The third piece of news that we have is that the platform is rolling out a new suite of technologies for TV Everywhere a lot of the discussion today, it has been about the TV, the pay TV service providers and enhancing their video portals in this particular case, we’re changing the conversation, we’re talking about what it takes to enable TV Everywhere content on the programers websites.
So in this case, we have some new technology to help cable programmers that want to enable this premium or entitled content on their website to authenticate users, authorized playback and change the content discovery process to personalize it for every single user of that website.
So a particular user only sees the videos that are available to them, so between these three new technologies enable these companies to step out and get involved with TV Everywhere on their own websites a few different things that are complicated about TV Everywhere.
If I’m a programmer on the website, the first challenge I run into is how I authenticate an audience member of my website as a valid customer against it, a pay TV service provider, the challenge is that every pay TV service provider has a different billing system and a different authentication standard that they’re employing to validate that, you’re a valid customer.
When they check that off, if you were talking with one pay TV provider, a Verizon, a DirecTV, a Time Warner Cable, it’d be easy, but instead, you’ve got three or six or ten different authentication schemes that you now have to build for.
So the first thing that these programmers are asking for is the ability to set up authentication and work with all the different back-end systems on their behalf, so that’s our first product which is an authentication adapter where they deploy one set of code and that code says you enter in your username and your password, then we will do the work to translate that into whatever standard Verizon employees or whatever standard Comcast employees or Cox employees.
So it’s a nice way of a one-to-many relationship for programmers to all the different pay TV providers that they’re working with seeing a few different trends happen in the marketplace, obviously, there’s a lot of focus on better modernization of broadband video.
So if you’re running an advertising business today, it’s how do we optimize that advertising business what kind of ad should we be running, can we increase the number of ads that we’re running and not see a drop-off in our viewership.
So there’s a lot of tinkering going on around advertising today and that’s a big trend that we’re spending a lot of time on.
The second is supporting a lot of other monetization methods, so whether it’s subscriptions pay-per-view downloads, whatever the case is, it seems that many companies are jumping out into a hybrid model where they’re going to have ads.
But they also want to charge for some of their content and that seems to be a magical recipe for getting to profitability on these broadband video businesses today, so a lot of focus on monetization.
The second big trend is how you do once we have this content and its monetizing how we grow the audience, so in this particular case, what we’re finding is that there are lots and lots of new technologies coming on the marketplace, whether its recommendation engines community feature features like ratings comments tags you know lots of different ways of presenting content on websites top 10 lists most watch lists all kinds of most common and on these types of social interactions are starting to drive more video views.
So what happens is on your giving a website, what you get a number of audience members that participate with the content, they add comments, they add ratings and that’s great and they tend to watch a lot more videos than your average viewer.
The second thing that happens though is that next audience member that comes onto your website, they have a new navigational scheme to find content, so they might not have cooked and to watch that video because of the title.
But if everybody rated at 5 stars, I want to see what the hypes about, if I read a comment that was glowing, I want to see what the video is about, so that’s starting to create more traffic on our customers sites is when they engage and start building a community on that site.
In addition to that, what’s also important is taking that experience and moving it out to other communities that exist in the marketplace today, so whether that’s tweeting about a particular video or posting that video to Facebook, these are all important technologies and techniques that our customers have to use today to grow their audience.
Social marketing is a big part of the advice that we’re giving to our clients, it’s also a big part of the technology efforts that we have underway integrations with these different technology platforms isn’t exactly easy.
So it takes some investment there to make sure that your player seamlessly beds into a Facebook page things like that, additionally, we’re now in the proving stage, the technology’s there, we’re getting into deployments with our customers seeing how much traffic it’s driving can we optimize that social media experience around their video.
What else can we add? Should we run different ads against that content? If it’s on a Facebook page, it’s on their own page, so we’re definitely into a lot of experimentation around social networking social media, social marketing and starting to prove it out that it’s it’s what everybody believes, it can be a great promotional vehicle for our content.