In response to consumers who have been quick to embrace the tablet PC, there is a push to make the television experience more like the tablet experience. We’re seeing rapid development of apps from video providers, cable channels and broadcast networks.
“While still in its early stages, the idea has taken off among tech-loving consumers, and companies are trying to satisfy them,” reports The New York Times.
“Already, apps for Hulu Plus, Netflix and Wal-Mart’s Vudu streaming service, among others, are built into Internet-enabled televisions,” explains the article. “Devices like Microsoft’s Xbox 360 and the streaming video player Roku let viewers watch apps that mimic channels. New sets by Samsung and others come with built-in apps loaded with television shows, movies and sports.”
However, how these apps will impact the TV experience is not yet known.
“The question that hasn’t yet been answered is whether television viewing will consist of a single app that mimics the pay TV bundle or a series of different apps that together form a content experience,” suggests Jon Miller, chief digital officer at News Corp.
“A model built around TV apps, however, could let viewers use favorite apps on the screen on an á la carte basis, thus bypassing cable subscriptions and all the extraneous channels they don’t watch,” adds the article. “And therein lies the tension that has the television industry delicately assessing how to balance the current system with an Internet-based future that some feel is inevitable.”
Regardless, development of TV apps is expected to increase. “I’ve told my bosses, ‘This is beachfront real estate. Buy in now,’” says Lisa Hsia, executive VP of digital media at NBCUniversal’s Bravo channel.
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