Posted by Emma K Wells on March 11, 2011
The OTT world is growing increasingly complex: consumers can watch OTT content on connected boxes, TV platforms, gaming consoles, and through content services.
This level of clutter makes it hard for businesses to know where to start (never mind the complexity consumers face when looking to buy).
With so many options, the user interface becomes a true point of differentiation.
When designing the interface, it is important to keep in mind that the average consumer is not tech savvy. When a viewer sits down in front of the TV, they want to relax and unwind. The last thing they want to do re-learn how to watch TV, navigating complex interfaces to find what they want to watch.
Content discovery pathways provided by the user interface are key to helping consumers navigate the changing world of OTT TV. There are two major scenarios that cover just about every content discovery journey:
The connected TV market is on the verge of entering the mass market: a cutting edge user interface could mean market domination. Viewers will want to be able to easily watch content on their connected TV- without having to phone customer support or read a complicated manual.
TV providers need to offer effortless content delivery, making sure that the experience mirrors the ease of the standard TV experience.
Emma blogs for TV Genius over at the TV Trends Blog. TV Genius is a software company that has specialised in TV content discovery, recommendations, search, and interactive TV guides since 2005.
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