Our TV has pulverized. And not understood as the physical one, that al Mobile World Congress of Barcelona confirms its expansion towards dimensions (also of living rooms) once unthinkable, but in the contents we use every day. We have subscriptions about subscriptions that fill us with films, shows, sports and so on, but often we don’t know what to decide in the end when it’s time to make a choice. Thus, the password is to aggregate.
So far the big tech, Google and Amazon began in the lead, to make selection to offer on their platforms. But now the obligatory passage is democratized, but – above all – to make people monetize those who offer them, especially when they are unable to do it alone. The bet can be seen at the stand of Rakutenone of the best known players on the smart TVs of our homes. For 15 years it has been active in Europe as a streaming offer, it is not a subscription service and offers films and more with advertising. Now he has opened a new service called Rakuten TV Enterprise Services that gives professional creators to access his technology to open new transmission channels: “People are a little tired of paying and then perhaps not seeing -explains CEO Cérric Dufour -, a trend that especially in the United States, but also in Europe, has brought many people to close their subscriptions. The evolution of the market is that nobody wants to have commitments, but spending money when and how much he wants “.
For this the trend is to create precisely aggregatorsin which to offer programs that come from different sources e Then leave the final choice to the user. In this case, however, not everyone can do it, and this is why the Rakutten formula is to help to divide, in this case the revenues that this formula produces: “For example: about advertising we see that this is accepted much better does those who use streaming -explains Dofour -, and this is because it is much more targeted on the interests of the user. The problem is precisely to build the right channel and for this we mainly offer three things: our vast catalog of content that we broadcast broadcast, our archive that is managed by a team on purpose and technology. Not only with regard to TV but also apps for other devices. The user now wants something that allows him to access when and where he wants, deciding whether he wants to invest money or not “.
It is therefore increasingly personalized TV, far from the generalist one that must be suffered more than living. Even if, they explain to Rakutten, traditional broadcasters also have their importance: “From them we can access a lot of content to which to give new life. They are essential for our goal “. In short: Enough zapping between platformsthat you want a successful film that comes from the big screen and accessing news on the smartphone, the solution for the viewer must be easy and immediate. For this reason, the service helps the big ones, but also the little ones who do not have the opportunity to develop their channels. And, from Barcelona, also the Telco, or the telephone operators who are also entering the streaming services in their offer: “In Spain, Orange has begun, but we are already in contact with other realities”.
And i Content Creator? There will be a future for them too, perhaps, but – as Dofour explains – “remains that the watchword is quality: the TV user no longer accepts content without appeal, so if we decide to open also to customers
More consumer will not derogate from the lens of offering level programs. ” On the other hand, it was said once, divide and impera. And if the quality win, that of the new TV will be an enlightened empire.