Looking to remove some complexity and consumer friction from the authentication process for TV Everywhere services, CTAM and Adobe said they have teamed on a “non-proprietary” standard for a universal sign-in solution that eases in-home and out-of-home access to TVE apps.
According to CTAM, this “industry standard” supports home-based authentication by automatically signing in when a user is in-home, and a single sign-on that asks the user to provide their credentials once in order to be logged-in across multiple pay TV and programmer-supported TV apps when a user is on the go.
CTAM said portions of the solution will be available this year, and that it’s tied to a TV Everywhere-focused collaboration between CTAM and the OATC (Open Authentication Technology Committee).
The following programmers and MVPDs are among those that are already supporting development of the new unified solution in the next six to 12 months: A+E Networks, AMC Networks, Comcast, Cox Communications, Disney/ESPN, Fox Networks Group, Mediacom Communications, NBCUniversal, Scripps Networks Interactive, Turner and Viacom.
In the meantime, CTAM and the OATC said they are moving ahead with on-going outreach to all pay-TV providers, programmers, and authentication companies.
"This collective is yet another example of how our industry is leading innovation to deliver best-in class customer experiences," Vicki Lins, president and CEO of CTAM, said in a statement. "It's exciting to see how marketers and technologists are working together to solve shared challenges through a consumer-first lens."
"Today, our customers can stream thousands of hours of the newest content, live or on demand, across more than a dozen platforms," added Matt Strauss, executive vice president and general manager, video services, Comcast Cable and co-chair of the CTAM TV Everywhere Initiative. "This advanced solution will simplify the experience, giving customers faster and more seamless access to the content they want to watch in the moment."
"Adobe Primetime is committed to unlocking the power of TV Everywhere for consumers," said Jeremy Helfand, vice president, Adobe Primetime. "Home-Based Authentication and Single Sign-On capabilities are crucial to expanding TV Everywhere adoption and delivering a frictionless viewing experience across screens."
CTAM is also leading development of a standardized approach to marketing TV Everywhere, including new unified consumer messaging strategy, proven best practices, and collaborative research.