Second-Screen Devices Driving Innovation: Panel

New York -- Viewer engagement is paramount in driving innovation innovation in cable television, and nothing has done more to drive that then the rise of second screen devices like iPads and tablets.

That was according to the "Technology Roundtable: Innovative Technologies: Delivering the Wow!" panel during Multichannel News's "Breaking Through: Innovating Cable TV" here on March 29.

Steven Davi, senior vice president, advanced technologies for SeaChange, said that getting away from the traditional set-top box environment -- he noted his company has "been ready to dive off that platform for years -- and utilize second-screen options to their fullest extent. "I think what's most exciting about today's industry is that there is a lot more home screens that people can watch video on," said Davi. "From a technology standpoint, we're happy to take that plunge into the ‘dark sea.'"

Joe Ambeault, director of product management for Verizon added that it's important to "eliminate excuses to go shave the corner or cut the corner."

Steve Necessary, vice president, video product development for Cox Communications, said that while tablets and iPads are definitely making waves, his company has to be sure to not leave behind customers that don't possess those items. "There's a lot of people that cannot afford those devices," said Necessary. "But a lot of those people do have smartphones."

The panel was in agreement that initiatives like "TV Everywhere" represent a great way to drive viewer engagement. "I think at its heart it's about keeping the engagement we have today," said Ambeault. "It's your content, wherever you want it and whenever the heck you want it."

Davi argued that it's another example of the consumers being in charge. "The reality of the world today is that consumers are in control," he said. "The key is trying to figure out a way to keep them engaged with content that they will find interesting, so that you can monetize it."

Davi said that there are three ways to do that: 1) personalization, 2) social media and 3) discovering and sharing. "The whole idea behind TV Everywhere is letting people access the content they want, on the devices they want, when they want it."

"There's an interesting phenomenon that has occured," said Necessary. "If it has a screen, it should be able to do everything." Necessary said that the biggest complaint Cox gets from its consumers is that they want more channels available and they want to be able to use it outside the home. "That's what TV Everywhere is," said Necessary.

"The newer devices also provide a new way of interactivity that's really shifting the difference between ‘leaning back' and ‘leaning forward,'" added Davi.