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Quality of service requires an adaptive experience

Every new platform that is being developed has the potential to change how people watch content. Could the same be said about the much anticipated launch of the first F1 OTT service?

After the Formula 1 service recently failed to offer fans a richer and more varied viewing experience altogether, you may be inclined to support Vimeo in the view that it’s nearly impossible to excel at both content and technology at the first instance: Vimeo in OTT: What the world can learn from SeeSo shutdown.

Formula 1 has demonstrated here that technology can be difficult to integrate vertically.

At TV Connect two weeks ago, the benchmark and gold standard for quality of service today was the subject under discussion amongst panellists from Sky, Pakistan Telecommunications Company (PTCL), Ericsson, DTG, British Telecom (BT) and Sensethefuture.

The general consensus was that providing exceptional quality of service is imperative when delivering immediacy to the end-user if providers are to minimise abandonment at a later stage. The benchmark is ultimately unique to the service and genre since expectations already formed are based on environment and context.

Viewers across markets are more likely to expect the same level of quality for video already watched online as they would through Pay-TV services in the era of Netflix and chill. In revisiting the panel discussion and applying the panel's approach to F1 service delivery, it can be concluded that the problems experienced by customers wouldn’t necessarily result in churn. Benchmarks for the service would follow later once Liberty Media establishes its new streaming platform’s position in the marketplace.

F1 conceded that the problems would not be fixed in time for the race.

Quality of service expectations vary accordingly with the packaging and the distributor as audiences are increasingly accessing multiple viewing sources from a variety of providers.

The effort being made to improve quality of experience by getting users to the content they are already engaging with and are likely to enjoy with minimal effort will determine the next logical step in the evolution of television.

Watch Teresa Potocka's interview at TV Connect

At Sensethefuture Pictures, we introduce failure into the development process for the sensethefuture OTT service to determine what the best outcomes are for our users. 

In offering media with the ability to reconfigure itself based upon the environment/context in which it is being consumed and upon the device it is being viewed we can transform how our audiences consume content over the long term.

The development of core intelligent tools that are essential to the realisation of new forms of TV narrative content will bring about changes to the creative form in alignment with the technology as Object-based broadcasting has shown. Facilitating infinite combinations of objects in ways that are flexible and responsive to user, environmental and platform-specific factors could also transform the F1 OTT experience.

Contrary to Vimeo’s theory with object-based broadcasting it is possible to excel at both content and technology. The content of a programme can be changed according to the requirements of each individual audience member. Formats can be broken down neatly into objects so if customers  miss The Voice, each of the sequences in the production would be broken down into objects that could be created into a unique catch-up programme based on viewing habits.

Object-based broadcasting is so far being used to create personalised catch-up programmes for situations where users have missed several episodes of a scheduled show and also for viewing sport. F1 fans can certainly look forward to a unique viewing experience in the future.

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