There is a disruptive technology coming very quietly but which will change dramatically the way we consume TV programs: the connected TV.
Connected TV are no more no less than a TV with a small embedded PC. You will be able to browse the internet but as a remote control is not a friendly way to enter text consumer will be channeled into pre selected contents and websites.
This content pre selection will be achieved with widgets or portals. Your TV will then offer web services like weather forecasts, facebook access, etc and premium services like Video On Demand.
As for the mobile phones application stores, the decision maker are the manufacturers. And for once manufacturers seem to be in a strong position.Triple play DSL or cable operators have never bought any TV sets or subsidized it, so they can’t control the TV set market. These connected TVs are putting in jeopardy all the triple play strategy of the operators: with Internet connectivity flat rate the triple play was an approach to get an incremental revenue through premium channel subscription or Video On Demand.
Broadcasters are in the same weak position: how can they control what the widget application will display on top of their program? They don’t control 100% of the screen any more.
The introduction of services on TV sets is disrupting the whole value chain.
Operators don’t control any more what the consumer access to, and the broadcasters don’t control the screen you are watching any more. Imagine watching a serial on channel one and having a pop up window notifying this interesting program on channel 2!
Today, the Yahoo Widgets seems to be the mainflow solution in the US but European broadcasters are trying to join forces to reject it.
This is just the beginning of the battle that will cerntainly shuffle the value chain of the TV ecosystem, and let’s hope, for the consumer best.