Event Title: “Broadband TV 2.0”
Date: 23rd of May 2008
y
Speaker: Matthew Huntington
Company: Open TV
Topic: “Evolving the user interface for television”
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*The contents of this slideshow was presented at a Use8 event and reflects the views of the presenting parties..

Event Description
E t D i ti
Television is in transition from a broadcast medium to a broadband medium. As digital television migrates to
new channels of di t ib ti a whole new range of i t
h l f distribution hl f interactive services can b d li
ti i be delivered t engage audiences.
d to di
With the introduction of interactivity, Television is moving toward new forms of communication that bridge the
different worlds of broadcasting and telecommunications. In this transition, passive audiences will become
g ,p
active users adapting themselves to the new lean forward experience of broadband TV.
The challenges in delivering rich experiences and in redefining the future of TV are complex.
Broadband TV 2 0 will explore this new medium of delivery and the user experience considerations for
2.0
designing new digital TV services for users.
*The contents of this slideshow was presented at a Use8 event and reflects the views of the presenting parties..

Evolving the User Interface
for Television
Matthew Huntington – VP Solutions Marketing
© 2007 OpenTV confidential and proprietary

OpenTV Highlights
Market Leader
More than 106 million digital set-top boxes and televisions shipped with
OpenTV software to date
50 pay TV operators running OpenTV solutions around the world
More than 40 manufacturers have ported OpenTV software to
hundreds of digital set-top box models
More than 400 patents i
M h issued worldwide with 500+ patents pending
d ld id i h 00 di
Established infrastructure with 10 office locations
Providing Advertising Sales and Inventory Management solutions to US
cable operators in 18 of the Top 25 Television Markets serving or over
Markets,
53% of the U.S. Cable Market
Industry-Driven
Industry Driven Technology Roadmap
Broadcast, broadband and convergent network support
Focus on next generation media access and user experience
Integrated platform products from STB software to CRM
2
© 2008 OpenTV confidential and proprietary

OpenTV Customers
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© 2008 OpenTV confidential and proprietary

Television is Changing…
T l i i i Ch i
4

Viewers Are Changing…
5
© 2008 OpenTV confidential and proprietary

The economics of mass media have been inverted
6
© 2008 OpenTV confidential and proprietary

TV Ad Dollars Are Under Threat
Fragmented audiences
Time-shifting reduces relevance
Fast-forward button
New media stealing eyeballs
gy
Lack of accountability and engagement
7
© 2008 OpenTV confidential and proprietary

Content Is Exploding
300 broadcast channels
10,000 hours of VOD content
10 000 h f tt
100,000 shows in a 14 day EPG
100,000,000 clips on YouTube
8
© 2007 OpenTV confidential and proprietary
© 2008 OpenTV confidential and proprietary

The Paradox of Choice
9
© 2008 OpenTV confidential and proprietary

10
© 2008 OpenTV confidential and proprietary

Guide are Failing
11
© 2008 OpenTV confidential and proprietary

Guide Evolution
12
© 2008 OpenTV confidential and proprietary

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© 2008 OpenTV confidential and proprietary

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© 2008 OpenTV confidential and proprietary

A new approach is needed
An approach that opens up television
New forms of content discovery
A new user interface for television
15
© 2008 OpenTV confidential and proprietary

Where t Start…
Wh to St t
16

The Process
Voice mail diaries from around the world
(USA, UK, India, Japan)
p gy
Development of vision and strategy
Initial design process (IBC 2006 Demo)
Focus group review
Industry consultation
Re-design (NAB 2007 Demo)
17
© 2008 OpenTV confidential and proprietary

Voicemail Diaries
Questions
Thoughts
Feelings
Behavior
Environment
Consumption
Questions
18
© 2008 OpenTV confidential and proprietary

Focus Group Studies
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© 2008 OpenTV confidential and proprietary

Demonstration
20
© 2008 OpenTV confidential and proprietary

21
© 2007 OpenTV confidential and proprietary

Thank you!
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*The contents of this slideshow was presented at a Use8 event and reflects the views of the presenting parties..