Give Connected TV Some Time—and Some Applications—and it’ll Come Around

A recent Forrester Research report that threw cold water on the Connected TV outlook was somewhat akin to reports of Mark Twain’s death; they’re incorrect—at least for the moment. While many consumers may not know what to do with all of the bells and whistles on the Connected TVs they’ve purchased, it’s far too premature to hammer nails into Connected TV’s coffin while the concept is just grabbing its first breaths of life.

Connected TV has great potential, for several reasons. First, in the walk-before-you-run phase of Connected TV development, CE manufacturers are balancing cost and function. The first connected sets are coming out with a limited array of applications—just enough to bait the hook for the consumer, and just enough to help manufacturers and retailers identify what works, but not enough to weigh down the line with cost.

Second, the MSOs now see Connected TV as an opportunity. For them, it’s a way to reach more viewers, as well as provide extra convenience for their current subscribers.

I’m taking the long view here—we’ll see Connected TV really take off when we can eliminate the need for the content guys to write applications over and over again for every brand of TV. Again, that’s the beauty of the cloud: A “One Platform” approach that allows content to be created once and distributed everywhere.

Still want to throw cold water on Connected TV? Go ahead. But don’t do it to dampen its prospects. Do it to nurture growth that will bear fruit in the years ahead.