Characteristics
- The digitization of content distribution has made it possible to reduce access to content and content services artificially by linking access to a specific device and/or by to a particular geographical location. These restriction capabilities make bundling and segmentation of services possible and therefore lead to new business models for both cable companies and copyright holders.
- The rise of the Internet and the development of new kinds of consumer equipment that can be connected to the Internet (PCs, laptop computers, smartphones, tablet computers and connected TVs (smart TV’ s) have made real-time electronic social interaction possible; not only with the programme producers during live broadcasts, but also real-time between viewers themselves (through social media like Twitter and Facebook or via SMS or via all kinds of ‘instant messaging services’).
- It has become technically possible to track, closely monitor and analyse the viewing habits of individuals and their content-related social interactions. Initially this was limited to an analysis of the use of a device that was connected to an electronic communications network, but as soon as people log on to a social network than they make it possible for platform administrators to analyse their personal preferences by linking their personal profile to their viewing habits. In addition, the platform operator will then also get access to the network (contact details in the ‘friends list’) of each connected person. On the basis of such opportunities given a platform operator has the ability:
- To make personal offers to a connected person based on his/her personal preferences;
- To share the personal preferences of a connected person with his/her ‘friends’;
- To sell the personal preferences of a connected person to third parties who can then proceed to targeted placement of advertising or marketing.
- It is now possible for providers (pay) television services to offer those services to persons connected to any third party electronic communications network without investing in an electronic communications network of their own (‘Over The Top’ – OTT); known examples include BBC iPlayer, Netflix and Filmon.com.
- Gradually, more and more features that digital Set Top Boxes offer, will be transferred to the ‘Cloud’; think of recording (even the integral recording of several full channels simultaneously), the restart-forwarding and rewinding of programmes, the online storage of programmes for longer periods of time; the sharing of programmes or parts of programmes with ‘friends’).
- Cloud delivery of content services makes it possible to pause a programme on one device, in order to then continue to watch it on another device (even if the other device is connected to another electronic communications network).
- The distinction between telephony, internet and television services will gradually disappear. What remains will be data streams to which access must be guaranteed and the distribution of which must be facilitated by operators of electronic communications networks. The content of the data streams (the nature of the service) will not be so relevant anymore.