Pay TV focuses on user experience and multi-screen content

As part of the 2018 Pay TV Innovation Forum, Nagra (Kudelski Group) published a series of interviews with three leading TV industry executives from Latin America, who shared their views on the challenges and opportunities that pay TV faces in the region.
In this context, Guillermo Paez, Director of Content Delivery Platforms at Telecom Argentina, said “the TV-on-demand model is beginning to prevail for all types of content other than live.” According to the executive, “users are becoming increasingly demanding and sophisticated. In addition to quality, they also seek for freedom to decide what they want to watch and when they want to do it.”
“With multiple OTT services entering the market, the model for competition and complementarity between TV and OTT services has not yet found its equilibrium. There are a lot of diverse offerings in the market. This puts the onus on the customer to navigate a complex landscape and decide which content they want to use. We bet on a model where customers choose a centralised and aggregated offering.”
“With Flow, we have an OTT platform – and can go standalone OTT, if we decide to. After making this leap, we now need to think about how we shape our content offering: whether we maintain the full offer or renegotiate with content owners to create skinny bundles. That’s still up for discussion, the executive added.”
Marco Dyodi Takahashi, CMO for Residential Bundles Business at Claro Brasil, considered content and user experience as “key differentiators” for the development of the pay TV industry. However, the executive indicated that in Brazil operators “cannot offer exclusive content due to regulation.”
“If content is a commodity, then user experience is the only USP. To that end, we’re investing in better features on the set-top box, launching a catch-up feature that you can go back seven days for almost 40 channels, rolling out cloud PVR, and offering seamless viewing on multiple devices. In addition, users are seeking flexibility to pay only for the content they like. This creates a new challenge for service providers that have long-term contracts with channels.”
In turn, Luciano Ramos, VP Technology & Product at Liberty Latin America, said “pay TV providers will have to become much more efficient and flexible, and complete the transition to all-IP”. The executive also pointed that providers will offer “a wider range of services to cater to different customers” and said he believes “the industry will in time resolve the current issues with content rights, and all acquired content will be 100% multiscreen”.