We live in a rapidly changing world, where the catalyst for change is the ever advancing march of digital technology. It’s changing the way we work, and the way we shop. It’s making communication easier, and creating a truly global world of business. What was considered an emerging technology has now become the standard where there is a divisional line between old and new ways of doing things, as shown by the conflict between MVPD and iMVPD. Is the digital content consumption via mobile, tablet, gaming console and more here to stay? You better believe it.
Opening The Door To iMVPD
For many years the world of multichannel video programming distribution was dominated by satellite television providers, cable television, and traditional carriers using local exchanges. Three different ways of distribution, but with one thing in common: they all see television sets as their broadcasting endgame. The all-encompassing rise of the internet has made digital content consumption the preferred choice of many viewers, however, and now it looks as though regulators are going to open the door even further for iMVPD in the United States.
Just What Is iMVPD?
Put simply iMVPD is multichannel video programming that’s distributed via the internet. This means that content you love is available at home and on the go through PCs, laptops, tablets, smart phones and other Over The Top (OTT) devices. Many consumers will immediately consider Netflix and YouTube at the forefront of the iMVPD revolution, but the reality is a little more nuanced. A true iMVPD offers a variety of live, video-on-demand, and pay-per-view standard and premium programming. Soon broadcasting laws could allow for marketplace to expand where an iMVPD can compete with Cable and Satellite providers. Yet the main question is will the new iMVPD providers be able to provider broadband services in the home?
Regulatory Changes In Broadcasting
Broadcasting and programme distribution is a heavily regulated area, but now at last the regulators are waking up to the digital changes that are taking place, and revolutionizing viewing habits. The Federal Communications Committee recently announced plans to allow any business that streams TV channels online to be officially designated as an MPVD. This will enhance the opportunities that are already there, and allow these online distributors to have more power when it comes to negotiations for programming. This will bring great advantages to media consumers as well, including:
- Watching media whenever and wherever they like
- Never missing a show or event while travelling
- More choice of viewing platforms, and more channels available on more devices.
The Rise In Digital Content Consumption
Generation Y, also known as the Millennials, have grown up alongside the latest technology. They don’t see why they should have to sit in front of a television set to watch the shows that they love to watch. That’s why digital content consumption is rising exponentially, and as Millennials grow older and grow in number, this trend will continue to rise. Official figures from Experian show that in July 14, Generation X watched 30 hours of media per week via digital methods, compared to 38 hours per week via traditional methods, whereas Millennials watched 33 hours of media content by traditional methods, but 35 hours per week via digital platforms. As smart phone and tablet technology becomes even more powerful, and even faster, the colonization of mainstream media by digital content will become even more pronounced. That’s why smart distributors and broadcasters are looking to iMVPD as a way to monetize their media offerings.