Our remit at Imperica is to cover a range of disciplines. The burgeoning world of "Connected TV" is one of them. Connected TV, delivering the benefits of Internet connectivity with web-like features to a TV screen, is starting to become understood by advertisers and broadcasters, and desired by audiences.
When I met Ian Valentine, Founder and Technical Director of Miniweb, it was in a meeting room at the company's offices, just off the Great West Road. Warm, friendly and highly conversational, Ian proceeded to ask about Imperica, before I asked him about Miniweb.
Formerly part of Sky's technical leadership, Valentine set Miniweb up in 2007. The Miniweb platform is very much in the spirit of connected TV, in that it provides an interface which allows viewers to discover content at programme level, rather than channel level, through content discovery - UI techniques broadly similar to web search. The Miniweb platform alslo allows for a degree of interaction which could appear on the screen in real time. It amplifies the shared experience.
Because the platform allows for this, the first challenge is to consider whether the current, generally-held definition of connected TV, such as MSN Messenger on a TV screen, is correct – and does the term justice. The concept of form following function doesn't naturally lend itself to such services on TV, in Ian's view: "The problem is that people take the paradigms of other connected devices that they use, and think that those functions are going to automatically appear on the TV. Users choose the best device for every function.” The development of connected TV is therefore the development of what we are able to make better, and to continue to align (or re-align) the matching of form with function.
A further definition which requires re-analysis is the concept of “lean back / lean forward”. This is one which has been used for a number of years within both the digital media and broadcasting industries to mean the convergence of both. As Ian explains: "The whole lean back/lean forward concept has been around for a long time - since the beginning of digital. The thing about digital is that it did two things: it produced more content through multiplexing, and to control that content you had to interact, because of the volume of channels. The second was the ability to roll out functionality that you engaged with: the concept of lean-forward. Picking up the remote, and leaning forward.”