Searching the myth

2 Mar

The technology industry is a wash with buzzwords and at the top of this bingo list is probably connected TV. There is a huge amount of smoke and mirrors out there, from UK companies claiming they have been involved in Kangaroo then you view when the business wasn’t even incorporated then, through to companies massively over-complicating searching for content on a TV.

The biggest thing for me at the moment is getting approached by a number of companies providing EPG information and ‘sophisticated search engines for TV’ you know who you are. They will make their money by selling ads and/or being paid by manufacturers to create a recommendation engine. The irony here is that the manufacturers haven’t quite yet realised it’s all smoke and mirrors, they need our content metadata to search, which we already provide to the TV, and they want it for free.

When will you realise this isn’t google! we are not talking about scraping hundreds of millions of web pages, organising this data, making it relevent and attaching this to ads with refined algorithms to make it an attractive proposition to joe public. We are talking about searching a few thousand, maybe a couple of tens of thousands of items, I would say currently a few thousand on all the platforms. This is really straight forwards, not complicated and not costly at all. Some of the 2011 connected TV ui’s put search at the heart of the service, but what for? there isn’t, and more importantly, never will be the volume of data that requires this. TV is lean-back show me what you’ve got, not lean forwards, providing the viewer with an intellectual exercise in searching for something.

So we are asked to give up our hard-earned data for free so someone else can place ads around it and make money, giving us nothing. Nice try guys but I think I may have seen through the plan. I just wish the manufacturers would as well.

Stop trying to create problems and business models where there aren’t any and start focusing on the viewer and their experience, if you don’t you will scare them off and you products will undoubtedly fail, get it right and you have a whole new world of revenue, customer satisfaction and brand loyalty. .

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