No abstract

No abstract

Changes in the viewer's habits, such as getting linear and nonlinear content, anytime and anywhere, are reshaping the behaviors of watching TV. In this context, many commercial stakeholders, of both Managed Operated Networks (MON) and Over-the-Top solutions (OTT), have been offering new content unification features supported by innovative user interfaces, including natural language interaction, to turn the TV viewing experience more pleasurable and engaging. Beyond the providers' commercial interests of preserving their walled gardens, the need for retention of customers is pushing channels, operators and OTT players to match each other's offers. Solutions are multiplying on leading services towards a personalized experience that aggregates several sources of content in the same interface, enriched with emergent interaction models such as voice control. Such industry trends, paired with empirical academic research, support the development of new unification-based UI solutions, that promise to have a central role in the future of the TV.

Given the continuous transformation of the video consumption across multiple devices, this chapter has the main goal of characterizing the viewer behaviors at home, including the motivations for specific interactive television (iTV) features. An online survey was conducted with the aim of clarifying if the consumption patterns at home are contributing to the demand for unification services that combine videos from internet sources with TV content. The results highlight some insights regarding the preferred devices depending on age and the content source, as well as limitations and valued features to be considered in the development of future unification and personalization services. The results from this study are useful, not only to understand the dynamics of audiovisual consumption regarding the “future of television,” but can also be applied to foster product-oriented projects based on the synergies between behavioral factors, technological innovations, and industry trends regarding audiences' needs and UX.

No abstract