The document discusses the evolution of the connected TV user experience and some problems with the current "app" model. It outlines how TV interfaces have evolved from black and white to color, analog to digital, SD to high definition, and from disconnected to connected. It notes that while many standards and frameworks have been proposed for interactive TV, there is still no consensus. Apps help provide control and a natural concept but lead to siloed content discovery and high testing overhead across different devices. A better solution may be needed to organize large libraries of online content and support universal interactivity.

1. EVOLVING THE CONNECTED TV USER EXPERIENCE
Ian
J
Valentine
Founder,
Miniweb
Technologies
ianjvalentine@gmail.com

2. THE
EVOLUTION
OF
THE
TV
UX

3. THE
EVOLUTION
OF
THE
TV
UX
1
B&W to
Colour
Analogue to
Digital
2
SD to
High Def
3
Disconnected to
Connected
4

4. THE
EVOLUTION
OF
THE
TV
UX
Better
Pictures
More
Content
Better
Pictures
More
Content1
B&W to
Colour
Analogue to
Digital
2
SD to
High Def
3
Disconnected to
Connected
4

5. THE
EVOLUTION
OF
THE
TV
UX
Better
Pictures
More
Content
Better
Pictures
More
Content1
B&W to
Colour
Analogue to
Digital
2
SD to
High Def
3
Disconnected to
Connected
4
EPG ?

6. WE
HAVE
FAILED
(BUT
IS
THAT
GOOD?)
• In
the
mid
‘00s
the
EU
failed
to
standardise
on
MHP
• Some
success
in
UK
with
MHEG5
• ETSI
TVML
was
defeated
in
the
DVB
by
people
pushing
HTML
• ETSI
PCF
was
published
by
the
DVB
and
still
holds
promise
• OCAP
and
BD/J
both
based
on
GEM(hp)
• EBIF
was
invented
and
adopted
by
US
cable
• Yahoo!
“Widgets”
arrived
on
TV
• Now
there
are
multiple
different
Apps
models,
all
different
!
Perhaps
the
end
game
is
not
just
“Apps”?
Content
Publishers
need
to
be
able
to
author
functionality
once
and
have
it
run
on
all
types
of
TV
device.
!
The
industry
has
been
working
towards
a
standardised
interactive
authoring
format
for
TV
for
10
years.
!
Governments
and
Standards
bodies
have
been
involved

7. WHY
APPS?
Web
browsing
on
TV
– No
Consumer
Demand
– No
Business
Model
• Unless
you
are
Google!
– Still
need
to
manage
“TV
Sites”
Apps
are
a
viable
alternative
to
full
web
– Tailored
to
the
device
– Usable
Provides
full
control
of
the
UX
to
the
publisher
–
at
a
price...
Natural
consumer
concept
Nearly
15
years
ago,
the
first
Internet
enabled
TV
was
launched.
!
TVs
with
web
browsers
in
are
not
new,
many
have
tried,
many
have
failed.
!
Apps
are
a
very
necessary
part
of
OTT
video
delivery,
as
they
reflect
the
direct
to
consumer
publishing
rights
of
content
owners.
!
Key
difference
between
OTT
and
IPTV:
Retail,
not
Wholesale
of
content

8. THE
APPS
USER
EXPERIENCE
TODAY
EPG
App1
App2
App n
Content 1
Content 2
Content n
3rd Parties
Etc.
App Store

9. APPS
HAVE
PROBLEMS:
TESTING….
• Testing
will
limit
ability
of
any
single
app
environment
to
work
on
multiple
device
types
• So
multiple
App
Types
are
inevitable
• No
app
environment
today
supports
automatic
testing
and
validation.
• Solutions
include:
• self
validating
authoring
environments
• application
Translation
Testing
Interactivity
on
TV
has
always
been
fundamental
to
maintaining
the
integrity
of
the
TV
experience.
!
Usability
is
key,
but
less
of
an
issue
now.
!
Design
and
authoring
fundamental
to
usability

10. UNDERSTANDING
THE
TESTING
OVERHEAD

11. APPS
HAVE
PROBLEMS:
CONTENT
ORGANIZATION
User
Journeys
There
are
fundamental
differences
between
broadcast
and
broadband
content
organisation.
!
Broadcast
content
is
discovered
through
the
publisher
(channel)
!
Each
App
is
a
silo
!
Online
content
needs
to
be
discovered
directly.
!
Google
does
not
provide
a
list
of
domains,
but
a
list
of
pages.....

12. APPS
HAVE
PROBLEMS:
CONTENT
ORGANIZATION
User
Journeys
There
are
fundamental
differences
between
broadcast
and
broadband
content
organisation.
!
Broadcast
content
is
discovered
through
the
publisher
(channel)
!
Each
App
is
a
silo
!
Online
content
needs
to
be
discovered
directly.
!
Google
does
not
provide
a
list
of
domains,
but
a
list
of
pages.....
TV

13. APPS
HAVE
PROBLEMS:
CONTENT
ORGANIZATION
User
Journeys
There
are
fundamental
differences
between
broadcast
and
broadband
content
organisation.
!
Broadcast
content
is
discovered
through
the
publisher
(channel)
!
Each
App
is
a
silo
!
Online
content
needs
to
be
discovered
directly.
!
Google
does
not
provide
a
list
of
domains,
but
a
list
of
pages.....
App
StoreTV

14. APPS
HAVE
PROBLEMS:
CONTENT
ORGANIZATION
User
Journeys
There
are
fundamental
differences
between
broadcast
and
broadband
content
organisation.
!
Broadcast
content
is
discovered
through
the
publisher
(channel)
!
Each
App
is
a
silo
!
Online
content
needs
to
be
discovered
directly.
!
Google
does
not
provide
a
list
of
domains,
but
a
list
of
pages.....
App
StoreTV

15. APPS
HAVE
PROBLEMS:
CONTENT
ORGANIZATION
User
Journeys
There
are
fundamental
differences
between
broadcast
and
broadband
content
organisation.
!
Broadcast
content
is
discovered
through
the
publisher
(channel)
!
Each
App
is
a
silo
!
Online
content
needs
to
be
discovered
directly.
!
Google
does
not
provide
a
list
of
domains,
but
a
list
of
pages.....
Find
App Install
App
Search
/
Interact
App
StoreTV

16. APPS
HAVE
PROBLEMS:
CONTENT
ORGANIZATION
User
Journeys
There
are
fundamental
differences
between
broadcast
and
broadband
content
organisation.
!
Broadcast
content
is
discovered
through
the
publisher
(channel)
!
Each
App
is
a
silo
!
Online
content
needs
to
be
discovered
directly.
!
Google
does
not
provide
a
list
of
domains,
but
a
list
of
pages.....
Find
App Install
App
Search
/
Interact
Repeat
App
StoreTV

17. APPS
HAVE
PROBLEMS:
CONTENT
ORGANIZATION
User
Journeys
There
are
fundamental
differences
between
broadcast
and
broadband
content
organisation.
!
Broadcast
content
is
discovered
through
the
publisher
(channel)
!
Each
App
is
a
silo
!
Online
content
needs
to
be
discovered
directly.
!
Google
does
not
provide
a
list
of
domains,
but
a
list
of
pages.....
Find
App Install
App
Search
/
Interact
Repeat
App
StoreTV

18. APPS
HAVE
PROBLEMS:
CONTENT
ORGANIZATION
User
Journeys
There
are
fundamental
differences
between
broadcast
and
broadband
content
organisation.
!
Broadcast
content
is
discovered
through
the
publisher
(channel)
!
Each
App
is
a
silo
!
Online
content
needs
to
be
discovered
directly.
!
Google
does
not
provide
a
list
of
domains,
but
a
list
of
pages.....
Find
App Install
App
Search
/
Interact
Repeat
Play
Content
item
App
StoreTV

19. APPS
HAVE
PROBLEMS:
CONTENT
ORGANIZATION
User
Journeys
There
are
fundamental
differences
between
broadcast
and
broadband
content
organisation.
!
Broadcast
content
is
discovered
through
the
publisher
(channel)
!
Each
App
is
a
silo
!
Online
content
needs
to
be
discovered
directly.
!
Google
does
not
provide
a
list
of
domains,
but
a
list
of
pages.....
Find
App Install
App
Search
/
Interact
Repeat
Play
Content
item
App
StoreTV

20. APPS
HAVE
PROBLEMS:
CONTENT
ORGANIZATION
User
Journeys
There
are
fundamental
differences
between
broadcast
and
broadband
content
organisation.
!
Broadcast
content
is
discovered
through
the
publisher
(channel)
!
Each
App
is
a
silo
!
Online
content
needs
to
be
discovered
directly.
!
Google
does
not
provide
a
list
of
domains,
but
a
list
of
pages.....
Find
App Install
App
Search
/
Interact
Repeat
Play
Content
item
App
StoreTV
TV

21. APPS
HAVE
PROBLEMS:
CONTENT
ORGANIZATION
User
Journeys
There
are
fundamental
differences
between
broadcast
and
broadband
content
organisation.
!
Broadcast
content
is
discovered
through
the
publisher
(channel)
!
Each
App
is
a
silo
!
Online
content
needs
to
be
discovered
directly.
!
Google
does
not
provide
a
list
of
domains,
but
a
list
of
pages.....
Find
App Install
App
Search
/
Interact
Repeat
Play
Content
item
App
StoreTV
DiscoverTV

22. APPS
HAVE
PROBLEMS:
CONTENT
ORGANIZATION
User
Journeys
There
are
fundamental
differences
between
broadcast
and
broadband
content
organisation.
!
Broadcast
content
is
discovered
through
the
publisher
(channel)
!
Each
App
is
a
silo
!
Online
content
needs
to
be
discovered
directly.
!
Google
does
not
provide
a
list
of
domains,
but
a
list
of
pages.....
Find
App Install
App
Search
/
Interact
Repeat
Play
Content
item
App
StoreTV
DiscoverTV

23. APPS
HAVE
PROBLEMS:
CONTENT
ORGANIZATION
User
Journeys
There
are
fundamental
differences
between
broadcast
and
broadband
content
organisation.
!
Broadcast
content
is
discovered
through
the
publisher
(channel)
!
Each
App
is
a
silo
!
Online
content
needs
to
be
discovered
directly.
!
Google
does
not
provide
a
list
of
domains,
but
a
list
of
pages.....
Find
App Install
App
Search
/
Interact
Repeat
Play
Content
item
App
StoreTV
Discover
Play
Content
List
TV

24. APPS
HAVE
PROBLEMS:
CONTENT
ORGANIZATION
User
Journeys
There
are
fundamental
differences
between
broadcast
and
broadband
content
organisation.
!
Broadcast
content
is
discovered
through
the
publisher
(channel)
!
Each
App
is
a
silo
!
Online
content
needs
to
be
discovered
directly.
!
Google
does
not
provide
a
list
of
domains,
but
a
list
of
pages.....
Find
App Install
App
Search
/
Interact
Repeat
Play
Content
item
App
StoreTV
Discover
Play
Content
List
TV

25. APPS
HAVE
PROBLEMS:
CONTENT
ORGANIZATION
User
Journeys
There
are
fundamental
differences
between
broadcast
and
broadband
content
organisation.
!
Broadcast
content
is
discovered
through
the
publisher
(channel)
!
Each
App
is
a
silo
!
Online
content
needs
to
be
discovered
directly.
!
Google
does
not
provide
a
list
of
domains,
but
a
list
of
pages.....
Find
App Install
App
Search
/
Interact
Repeat
Play
Content
item
App
StoreTV
Interact
Discover
Play
Content
List
TV

26. APPS
HAVE
PROBLEMS:
CONTENT
ORGANIZATION
User
Journeys
There
are
fundamental
differences
between
broadcast
and
broadband
content
organisation.
!
Broadcast
content
is
discovered
through
the
publisher
(channel)
!
Each
App
is
a
silo
!
Online
content
needs
to
be
discovered
directly.
!
Google
does
not
provide
a
list
of
domains,
but
a
list
of
pages.....
Find
App Install
App
Search
/
Interact
Repeat
Play
Content
item
App
StoreTV
Interact
Discover
Play
Content
List
TV

27. APPS
HAVE
PROBLEMS:
CONTENT
ORGANIZATION
User
Journeys
There
are
fundamental
differences
between
broadcast
and
broadband
content
organisation.
!
Broadcast
content
is
discovered
through
the
publisher
(channel)
!
Each
App
is
a
silo
!
Online
content
needs
to
be
discovered
directly.
!
Google
does
not
provide
a
list
of
domains,
but
a
list
of
pages.....
Find
App Install
App
Search
/
Interact
Repeat
Play
Content
item
App
StoreTV
Interact
Discover
Play
Content
List
TV

28. APPS
HAVE
PROBLEMS:
CONTENT
ORGANIZATION
User
Journeys
There
are
fundamental
differences
between
broadcast
and
broadband
content
organisation.
!
Broadcast
content
is
discovered
through
the
publisher
(channel)
!
Each
App
is
a
silo
!
Online
content
needs
to
be
discovered
directly.
!
Google
does
not
provide
a
list
of
domains,
but
a
list
of
pages.....
Find
App Install
App
Search
/
Interact
Repeat
Play
Content
item
App
StoreTV
Interact
Discover
Optional
Play
Content
List
TV
App

29. APPS
HAVE
PROBLEMS:
CONTENT
ORGANIZATION
User
Journeys
There
are
fundamental
differences
between
broadcast
and
broadband
content
organisation.
!
Broadcast
content
is
discovered
through
the
publisher
(channel)
!
Each
App
is
a
silo
!
Online
content
needs
to
be
discovered
directly.
!
Google
does
not
provide
a
list
of
domains,
but
a
list
of
pages.....
Find
App Install
App
Search
/
Interact
Repeat
Play
Content
item
App
StoreTV
Interact
Discover
Optional
Play
Content
List
TV
App

30. APPS:
THE
CONSUMER
AND
OPERATOR
VIEW
• Both
Consumer
and
Operators,
prefer
to
have
common
services
across
apps,
e.g:
• Payments
• Personalisation
• Community
• Messaging
• The
Barrier
to
entry,
the
cost
of
building
apps,
needs
to
drop
away.
The
final
CTV
solution
will
be
a
balance
between
the
needs
of
the
Content
Publishers,
the
Viewers
and
the
Manufacturers/
Operators.
!
Apps
favour
only
the
Publishers
–
but
have
a
cost.
!
The
evolution
of
the
CTV
UX
will
therefore
be
towards
the
Viewer
and
the
manufacturer
(acting
as
an
operator).

31. ENHANCED
“SERVICES
ENABLED”
CTV
UX
EPG
App1
App n
Content 1
Content 2
Content n
3rd Parties
BCG
Service Platform
Metadata feeds
Content Driven interface
needs a “Broadband
Content Guide”...

32. UX
EVOLUTION:
1.
CLOSER
TO
TV
The
majority
of
viewing
time
is
still
using
broadcast
reception
(T/S/C),
“red
button”
principles
show
great
potential
for
online
usage
by
linking
to
online
content
from
broadcast
content.
!
Broadcasters
have
their
own
online
content.
Logical
to
position
this
integrated
with
the
broadcast
channel

33. UX
EVOLUTION:
1.
CLOSER
TO
TV
The
majority
of
viewing
time
is
still
using
broadcast
reception
(T/S/C),
“red
button”
principles
show
great
potential
for
online
usage
by
linking
to
online
content
from
broadcast
content.
!
Broadcasters
have
their
own
online
content.
Logical
to
position
this
integrated
with
the
broadcast
channel

34. UX
EVOLUTION:
1.
CLOSER
TO
TV
The
majority
of
viewing
time
is
still
using
broadcast
reception
(T/S/C),
“red
button”
principles
show
great
potential
for
online
usage
by
linking
to
online
content
from
broadcast
content.
!
Broadcasters
have
their
own
online
content.
Logical
to
position
this
integrated
with
the
broadcast
channel

35. UX
EVOLUTION
2:
DISCOVERY
TOOLS
Text Search 13%
Related Content 43%
Community 16%
Recommendations 18%
Advertising 10%

36. UX
EVOLUTION
2:
DISCOVERY
TOOLS
Text
Search
– Global
or
Content
Owner
Specific
Text Search 13%
Related Content 43%
Community 16%
Recommendations 18%
Advertising 10%

37. UX
EVOLUTION
2:
DISCOVERY
TOOLS
Text
Search
– Global
or
Content
Owner
Specific
Related
Content
– Related
to
Broadcast
TV
– Related
to
Broadband
Clip
Text Search 13%
Related Content 43%
Community 16%
Recommendations 18%
Advertising 10%

38. UX
EVOLUTION
2:
DISCOVERY
TOOLS
Text
Search
– Global
or
Content
Owner
Specific
Related
Content
– Related
to
Broadcast
TV
– Related
to
Broadband
Clip
Community
– Sent
from
TV
Buddies
– Discovered
on
“Wall”
or
Activity
Feed
Text Search 13%
Related Content 43%
Community 16%
Recommendations 18%
Advertising 10%

39. UX
EVOLUTION
2:
DISCOVERY
TOOLS
Text
Search
– Global
or
Content
Owner
Specific
Related
Content
– Related
to
Broadcast
TV
– Related
to
Broadband
Clip
Community
– Sent
from
TV
Buddies
– Discovered
on
“Wall”
or
Activity
Feed
Recommended
– As
Popular/New/Rated
etc
– As
Genre/Theme
– Based
on
Profile
behaviour
– Based
on
Demographics
Text Search 13%
Related Content 43%
Community 16%
Recommendations 18%
Advertising 10%

40. UX
EVOLUTION
2:
DISCOVERY
TOOLS
Text
Search
– Global
or
Content
Owner
Specific
Related
Content
– Related
to
Broadcast
TV
– Related
to
Broadband
Clip
Community
– Sent
from
TV
Buddies
– Discovered
on
“Wall”
or
Activity
Feed
Recommended
– As
Popular/New/Rated
etc
– As
Genre/Theme
– Based
on
Profile
behaviour
– Based
on
Demographics
Advertising/Messaging
Text Search 13%
Related Content 43%
Community 16%
Recommendations 18%
Advertising 10%

41. UX
EVOLUTION
2:
DISCOVERY
TOOLS
Text
Search
– Global
or
Content
Owner
Specific
Related
Content
– Related
to
Broadcast
TV
– Related
to
Broadband
Clip
Community
– Sent
from
TV
Buddies
– Discovered
on
“Wall”
or
Activity
Feed
Recommended
– As
Popular/New/Rated
etc
– As
Genre/Theme
– Based
on
Profile
behaviour
– Based
on
Demographics
Advertising/Messaging
Text Search 13%
Related Content 43%
Community 16%
Recommendations 18%
Advertising 10%

42. UX
EVOLUTION
3.
SOCIAL
TV
Watching
TV
with
comments
from
your
friends.
!
Viewing
TV
Friends
activity
lists
and
ratings
!
Sharing
playlists
and
saved
searches.
!
Integration
with
web
based
social
networking
tools.

43. UX
EVOLUTION
3.
SOCIAL
TV
Watching
TV
with
comments
from
your
friends.
!
Viewing
TV
Friends
activity
lists
and
ratings
!
Sharing
playlists
and
saved
searches.
!
Integration
with
web
based
social
networking
tools.

44. UX
EVOLUTION
3.
SOCIAL
TV
Watching
TV
with
comments
from
your
friends.
!
Viewing
TV
Friends
activity
lists
and
ratings
!
Sharing
playlists
and
saved
searches.
!
Integration
with
web
based
social
networking
tools.

45. UX
EVOLUTION
4.
MONETISATION
Payments,
Entitlements
and
subscriptions
needs
to
be
part
of
the
core
UX,
and
not
in
each
“Apps”
!
Viewers
do
not
like
registering
with
individual
premium
rate
content
sites
on
the
web,
it
must
be
even
easier
on
TV.
!
“Single
Click”
ennoblements
and
payments
transform
Manufacturers
into
“mini
operators”

46. UX
EVOLUTION
4.
MONETISATION
Payments,
Entitlements
and
subscriptions
needs
to
be
part
of
the
core
UX,
and
not
in
each
“Apps”
!
Viewers
do
not
like
registering
with
individual
premium
rate
content
sites
on
the
web,
it
must
be
even
easier
on
TV.
!
“Single
Click”
ennoblements
and
payments
transform
Manufacturers
into
“mini
operators”

47. UX
EVOLUTION
4.
MONETISATION
Payments,
Entitlements
and
subscriptions
needs
to
be
part
of
the
core
UX,
and
not
in
each
“Apps”
!
Viewers
do
not
like
registering
with
individual
premium
rate
content
sites
on
the
web,
it
must
be
even
easier
on
TV.
!
“Single
Click”
ennoblements
and
payments
transform
Manufacturers
into
“mini
operators”

48. UX
EVOLUTION
4.
MONETISATION
Payments,
Entitlements
and
subscriptions
needs
to
be
part
of
the
core
UX,
and
not
in
each
“Apps”
!
Viewers
do
not
like
registering
with
individual
premium
rate
content
sites
on
the
web,
it
must
be
even
easier
on
TV.
!
“Single
Click”
ennoblements
and
payments
transform
Manufacturers
into
“mini
operators”

49. UX
EVOLUTION:
5.
CONTENT
DRIVEN
Direct
discovery
and
play
of
content:
– Interactivity
and
Apps
become
secondary
Content
Discovery
works
across
all
Content
Publishers
– Playlists,
Searches,
Personalization
work
multi-­‐publisher
Auto-­‐play
of
next
content
item
– Valid
for
all
content
lists
or
queues.
Some
CPs
will
resist
this:
– Resistance
is
futile!
TV
Model:
Entertainment
First,
Interactivity
Second
!
Web
Model:
Interactivity
First,
Entertainment
Second.
!
TV
Apps
model
is
wrong:
same
as
the
web
but
worse!

50. UX
EVOLUTION:
5.
CONTENT
DRIVEN
Direct
discovery
and
play
of
content:
– Interactivity
and
Apps
become
secondary
Content
Discovery
works
across
all
Content
Publishers
– Playlists,
Searches,
Personalization
work
multi-­‐publisher
Auto-­‐play
of
next
content
item
– Valid
for
all
content
lists
or
queues.
Some
CPs
will
resist
this:
– Resistance
is
futile!
TV
Model:
Entertainment
First,
Interactivity
Second
!
Web
Model:
Interactivity
First,
Entertainment
Second.
!
TV
Apps
model
is
wrong:
same
as
the
web
but
worse!

51. LESSONS
AND
CONCLUSIONS
The Road Ahead

52. LESSONS
AND
CONCLUSIONS
• The
Connected
TV
UX
will
evolve
to
be
more
like
TV
than
like
the
Web
The Road Ahead

53. LESSONS
AND
CONCLUSIONS
• The
Connected
TV
UX
will
evolve
to
be
more
like
TV
than
like
the
Web
• By
Adding
Device
specific
services
and
discovery
tools,
OTT
CTV
video
can
be
made
“better
than
the
web”
and
“better
TV”
The Road Ahead

54. LESSONS
AND
CONCLUSIONS
• The
Connected
TV
UX
will
evolve
to
be
more
like
TV
than
like
the
Web
• By
Adding
Device
specific
services
and
discovery
tools,
OTT
CTV
video
can
be
made
“better
than
the
web”
and
“better
TV”
• Apps
are
the
beginning
not
the
end
–
and
have
serious
problems
The Road Ahead

55. LESSONS
AND
CONCLUSIONS
• The
Connected
TV
UX
will
evolve
to
be
more
like
TV
than
like
the
Web
• By
Adding
Device
specific
services
and
discovery
tools,
OTT
CTV
video
can
be
made
“better
than
the
web”
and
“better
TV”
• Apps
are
the
beginning
not
the
end
–
and
have
serious
problems
• The
“killer”
App
is
entertainment
• It
must
be
kept
first!
The Road Ahead

56. THANK-YOU
EVOLVING THE CONNECTED TV USER EXPERIENCE
Ian
J
Valentine
Founder,
Miniweb
Technologies
ianjvalentine@gmail.com
www.miniweb.tv