Ostmodern Comments On Content Discovery Challenge

Following analyst reports that old-school grid guides for video content discovery are on the way out in favour of recommendation-driven guides, Tim Bleasdale, Creative Director, Ostmodern, has commented on the claims.

He said: "Content discovery has not always been the challenge it has now become. Traditionally, broadcast television, with its linear approach to scheduling and continuity, answered the question of what to watch when a viewer turned on their TV.

"But times have changed, and as more people shift to Video on Demand to find new content that's specific to their interests, reconsidering how, where, and when content is discovered has become one of the most essential parts of the design process for any VOD product. Different VOD players are approaching content discovery in different ways, but they're all looking to re-capture some of the magic of traditional broadcast TV that has been lost in the chase for immediacy and convenience in the on-demand world.

"There is often a tendency to focus on technology solutions when discussing VOD products, when in reality it's about connecting users with video content. Technology that is aware of a wide range of content types, from trailers to series catch up and box sets, is key to presenting and selling content to viewers in a way they can easily understand. This approach is starting to redress the absence of marketing and promotion for new and upcoming shows on VOD services, as opposed to the traditional interstitial and hype that can be generated on a linear TV channel.

"One notable way in which this is happening is via mobile engagement. Push notifications give VOD services the tools to own the viewer-led conversation of what to watch and can create the potential to drive traffic to VOD products. With mobile engagement, using push notifications in this way lets the VOD service talk directly to the user, thereby encouraging them to discover new programming and build a positive relationship between viewer and product. With a variety of siloed VOD platforms all vying for audience attention, push notifications can be a powerful tool for attracting audiences to a particular product.

"Recommendation engines associated with VOD platforms tend to be based on usage rather than any other metric, together with a smattering of user ratings. It seems like an archaic approach compared to how broadcasters address linear TV, but due to the range of content available on the average VOD platform there are better ways to help viewers discover something new to watch. Content discovery, and use cases for mobile technology like push notifications, has a more important role to play than recommendation engines."

Ostmodern is a broadcast content expert and VOD specialist, having worked with broadcast organisations including ITV Player, Channel 4, and YouView.

(JP/MH)