Connected TV Experience: ‘YouView still vital’
“YouView is still going to be incredibly important”, Bill Scott from easeltv told delegates at MediaTel Group’s Connected TV Experience event this week.
YouView, which claims to be “everything you’ve ever wanted from TV in one easy-to-use box” was due to launch in 2009 and is now expected to be released before the Olympics in 2012. Scott says it is a “great shame” that is has been delayed but it remains important for the market because it has support from all the main broadcasters.
“The great thing about YouView is that it allows broadcasters to develop a relevant on-demand experience, which works for the consumer. And there is an element of control, which is very important to them,” he said to a crowded room full of media executives on Wednesday. “YouView will be vital to the quality of consumer experience, creating seamless links between linear and on-demand, which will allow the broadcast partners to lead the way.”
However, Mediacom’s Rhys McLachlan disagreed: “I think YouView is two years too late. It had a chance but it has lost it…. The general public is unaware of YouView. It’s technology lags behind others and it is too late to market.”
Torin Douglas, BBC media correspondent, who chaired the session, argued that the Apple iPad was delayed for two years but launched in the right way, with a great brand behind it, so was still a success. Will YouView follow a similar path? HMDG’s Greg Grimmer believes content will be the key: “Those who market well and own the best content will win”.
“Consumers are always driven by content. There is a constant battle – whose got what and how easy can you get it to customers,” LOVEFiLM’s Chris Bird added.
On Google TV, Scott said it is “not good enough”, though he expects the search giant to spend enough money to get it right eventually. “Google took a web-based approach and got it wrong. They misunderstood what connected TV is all about,” he said.
However, Scott was positive about YouTube, claiming that content partners are able to monetise 42% of YouTube videos now. And, according to Grimmer, advertisers and creatives are particularly interested in branded YouTube channels, which is “good news for YouTube and good news for traditional 30 second spot ads”.