Internet connected televisions – or smart TVs – have failed to spark a revolution for the sector, according to a leading industry consultant.
Speaking at MediaTel’s CES Debrief on Tuesday, Decipher’s managing director, Nigel Walley, said that the smart TV revolution has died because proprietary operating systems – from manufacturers such as LG and Samsung – have created a deeply fragmented market that leaves app developers little scope to experiment or keep pace with change.
The issue has been compounded, Walley said, by the fact that none of the TV platforms have been able to develop an operating system that is “credible”.
Walley told Newsline that the key organisations making apps for smart televisions – such as ITV and Channel 4 in the UK – can’t afford to keep experimenting alongside smart TV operators. In some cases it requires developing and releasing a new app each year, making it an expensive and slow venture for media owners.
As a consequence, ITV Player only operates on one 2012 Samsung model of smart television, according to Walley.
“LG had a few apps, but this year it’s an entirely new operating system so they’ve had to build them all over again,” Walley said. “It’s causing mayhem.”
Walley made his remarks during a debrief in central London that looked at the implications for media owners, advertisers and agencies following the International Consumer Electronics Show earlier this month. An event that traditionally showcases next generation technology in the TV market, many analysts have been cynical about the latest offerings from manufacturers.
Walley said that the priority now was to see the operating systems in smart televisions change if consumers are to see any real benefit.
“It’s a completely fragmented market and no one now believes the future of smart TVs lies with proprietary operating systems. It’s going to be Android, Windows or iOS.”
