TV Everywhere is a verification system that allows television service providers to authenticate that those who wish to use their IPTV video on demand internet television services, are actually paying customers. TV Everywhere refers to customers of multichannel video programming distributors (MVPDs) watching content on mobile devices such as the iPad as well as the verification system that allows MVPDs to authenticate those who wish to use their IPTV video on demand Internet television services as actual paying customers of satellite or cable television. In June 2009, Comcast and Time Warner held a press conference to announce the initiative. Several consumer groups complained that TV Everywhere consists of an anticompetitive practice stifling competition in online television.
- TV Everywhere is an authentication system whereby certain premium content (TV shows, movies, etc.) are available online — but only if you can prove (or “authenticate”) that you have a subscription to a multiservice operator (e.g. cable, satellite, Telco TV).
What Does TV Everywhere Mean to You?
- Well, it means a couple things. The companies behind TV Everywhere like to say that it will open up new content from cable networks that previously hasn’t been available online, which is true. But if you want to enjoy that content, as noted earlier, you’ll have to prove that you have paid for it.
Why is TV Everywhere Being Created?
- Cable companies pay big chunks of money to cable networks (USA, MTV, FX) to carry their programming.
- Biggest issue is control. In the old days, if you wanted high-quality video content, your TV set was your only option. Thanks to the Internet and all kinds of magical video technology, premium content can be piped not only to your PC, but to your TV.
How much will TV Everywhere Cost?
- Cable companies have said repeatedly that subscribers will not be charged extra for authentication services like TV Everywhere.
- Additionally, many cable companies are also ISPs, and rolling out metered broadband or broadband caps, limiting (or charging extra) for the amount of video you consume online.
Ask an average person what “everywhere” means, and you’ll hear liberal references to location -- or more precisely a multiplicity of locations. Mobile devices -- be they phones, tablets or laptops -- make video consumption possible in most locations. And that reality introduces different factors that impact how –- and to what extent -– people absorb what they view. It also impacts the relevance of promotional/advertisement messaging they may encounter while at work, at an airport, in the back seat of a car or in the mall.
TV remains the dominant medium overall and certainly in the home; it will continue to deliver the largest slice of family viewing (and probably the largest device-driven slice of viewing) for the foreseeable future. If the advertising and marketing community is to take full advantage of the reality of TV Everywhere, it needs to move beyond the simple fact of content distribution and consumption across devices.
The industry needs to develop campaigns that take advantage of the growing number of people that will view -- and interact with -- video in the environments that make up the “Everywhere” of where we live and how we consume media away from the house.