Dataxis held yesterday a new virtual panel, focused on the personalized TV experience. For the event, the company brought together leading industry executives, such as Dolores Pujol, Director, Content Business Engagement at Gracenote; Ricardo Montes Torre, Director of Product Development at DirecTV Latin America; Marcelo Liberini, Digital VP at Caracol TV; Alexandro Campos, CTO at Blim; and Elkin Linares, IT and Networks Product Managers Team Leader of ETB Colombia. The event was sponsored by Gracenote.
‘We are in a world full of fragmentation. More services are coming out with more catalogs and there are too many content offerings for clients, and it becomes more difficult for them to find the content to watch’, said Montes. ‘It is possible to integrate metadata and catalogs and present them in a customer-friendly way, but there is a lot to do from a technological point of view. Each content owner uses their own rules, which makes unifying them a great challenge, and every year there are more tools that use machine learning and artificial intelligence’, he said.
According to Linares’ vision, ‘clients today are full of OTTs. There is a technical integration issue that needs to be reviewed, but it is possible to achieve it. We have to do a financial analysis and see how the unified content search is going to work in a single interface. We have to analyze issues of regulation of the metadata and what results users will have according to the search they perform’.
‘From OTTs to cable operators and content aggregators, the core is metadata. Metadata is living information and we must have an editorial team that improves it, together with the importance of technological support. Today, also audios and videos are part of the data that we must deliver. There must be a process capable of delivering that metadata also thinking about the future; to be able to deliver it on time, and that it is always available’, Campos said.
According to Liberini’s vision, ‘what we must try is to make life easier for those who are looking for content to consume. On the other hand, there is behind a concatenation of platforms, and a more complex world, where we want to give a good answer to our customers and, above all, that our brand identity is not lost. Metadata is a basic element to satisfy customers, but each one wants consumers to recognize the brand of the product they are consuming. At brands like Caracol, which are so widely recognized by our audiences, we do not want to lose that brand identity. We do not want to be in the hands of search engine algorithms. The worst thing that can happen to aggregate platforms is losing data and brand identity’, he said.
‘We try to provide tools and solutions for operators to solve the challenges they have. We must integrate different catalogs and analyze how we standardize them, so that they work. We already have knowledge of the catalogs and we can work on standardized metadata’, said Pujol. We also work to help integrators so that their catalogs, when integrated by operators, have the complete metadata, so that the content appears. There are players with different interests, but we must understand the key role of metadata in this process’, she added.
In relation to live content, Liberini indicated that ‘live content today is beginning to appear on digital platforms, combined with on demand consumption. I believe in the limit in the use and abuse of technology. Sometimes, the human trend is to rest and watch what is available. This is where they trust brands, already established in the head of each client. Thet go straight to that brand, even though they browse through the guide menus. Linear consumption continues to be important, and new generations aim to consume what they want, when they want. Today, we are in a transition, at a time where there are generations used to consuming linear content, and others that are not. We have to serve both. In live content, the most consumed ones are news and sports, although news does not generate subscriptions’.
Montes emphasized the importance of sports content: ‘sports fans want to watch live matches There is a lot of value in live broadcasts. Beyond news and sports, there are events like eSports or games on Twitch that can be consumed live and add value to customers. DirecTV puts a lot of focus on sports. It is important to show sports alerts, so that customers have a vision of what is on the screen. In this regard, Pujol spoke about the importance of making sports statistics available to increase engagement, as well as leaderboards and additional information related to content. ‘That is what is coming and we must start to think about how to incorporate these issues, which will begin to be a differentiator’, she said.
Regarding the role of the advertising business, Campos stated that ‘advertisers are looking for advertisements to be addressable. Metadata is going to be the key to deliver the correct content to users’. In addition, Liberini indicated that ‘what advertisers are looking for are more premium ads. The advertiser looks for segmented users, with certain habits of behavior, to offer their product to those who are more likely to buy it’.
The executive also stated that ‘beyond search methods, companies must offer different modes of access to content. Voice search is already important today. Voice is an input. If within the access we have a result that does not deliver relevant content to the user, voice will not be useful. The operator must have a good platform, capable of delivering good content to customers and ensuring a good experience’.