2011 was the birth year of internet television with the likes of Apple and Samsung making the first foray into the market, however 2012 is going to see internet television, or connected TV, make an impact in the consumer space. Large events coming up this summer, for example the London Olympics and the European Championships, are going to fuel sales of connected TVs and with this in mind manufacturers and content producers alike are searching for ways to make internet television as seamless as possible for the consumer.

The convergence of television and internet services is redefining how we watch TV, bringing apps, browsers and vast libraries of on-demand content to our living room screens.

CONSUMER ENGAGEMENT

To date, television has been a ‘lean back’ rather than a ‘lean forward’ experience, but connected TV is changing this. Internet television is all about getting consumers to engage with the content they are watching. In the past television viewers have been presented with a limited option of programmes at any one time, however with the introduction of internet television users will be able to search for programmes, apps and video content in the same way they search for information online.

With this in mind, it’s not surprising that Google, the world’s largest internet search engine, is at the forefront of this movement. Recently launched in the US, Google TV is being built into HD televisions and set-top boxes by manufacturers including Sony and Logitech.  

Built around Google’s Android OS and Intel’s Atom processor, Google TV is designed to replace channel surfing with content searching, and make the best bits of TV and the internet work together. The idea being that you say goodbye to scrolling through an electronic programme guide (EPG) to find a show. Instead, users can simply type a title or keyword into the Search box, and Google TV reports back with results from the EPG, internet TV services and the contents of a compatible PVR, all on a single page.

Google may be leading the way, but a lot of manufacturers and service providers are following in its footsteps changing the way we watch television and importantly how we engage with content.

SOCIAL TV

The social element of connected TV is hugely important and plays a key role in audience engagement. Internet television will allow viewers to use social networks such as Twitter, Facebook and YouTube to engage with friends, talk about programmes, provide feedback about content and interact with shows like never before. Furthermore, social TV will allow content producers to gage public reaction to individual programmes instantaneously.

AN ADVERTISERS DREAM

With the rise of social media, internet TV is truly an advertisers dream. As Sam Kayum, UK Managing Director at Smartclip explains, “connected TV will give advertisers another opportunity to engage with consumers. They will be able to collect a lot more data about consumer behaviour based on what they watch, when they watch it and how they react.

“In an increasingly social world, it is extremely important for advertisers to understand their target audience and as such internet TV is going to be very important moving forward,” he says. 

REMOTE CONTROL

While connected TV will allow users to engage with content online in a more seamless way, it will also promote easier navigation from in front of the screen as well. Connected TV will provide users with a seamless interface, where all channels exist together in one place and as a consequence they will be able to operate all their channels from one remote control. “There was a time when I sat at home surrounded by five or six remote controls,” says Kayum, “however, since investing in a connected TV I have one remote which is able to switch between linear and non-linear television. That’s the key component, it’s easy navigation between watching normal TV and online content.”

Furthermore, internet TV will allow manufacturers to develop apps for Android devices, iPhones and iPads so you can use the app’s touchscreen controls, and even voice commands, to operate it. Once all programmes are running from the same portal, simple manoeuvrability will follow suit.

THE CHALLENGES

The technology is here, it’s on the market available to consumers and it’s convenient so it will take off, however with any new technological advance it doesn’t come without its challenges. “One thing we have to remember is broadband internet connection is still relatively weak,” explains Kayum. “It’s not until we have completely reliable, fast broadband that internet TV will truly start to gather momentum, however once the infrastructure is in place the technology will allow us to consume video content very efficiently.”