TV Portals Will Reduce Digital Churn, Says Yankee Group
According to new research from the Yankee Group, local content such as news, weather, cinema and events information will play a key role in helping multichannel video operators retain digital subscribers. The report TV Portals: Opening the Door to Interactive Television also found that TV portals will help to bring together multiple iTV applications as operators launch new services and, as with internet portals, will aid customer understanding by providing one familiar interface to users.
“Early deployments of TV portals suggest that they can reduce digital churn,” said Adi Kishore, analyst with the Yankee Group’s Media & Entertainment Strategies practice. “The portal also offers a consistent and familiar interface for viewers, allowing operators to introduce new interactive TV applications in the future, while minimising viewer confusion.”
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