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New revenues and increased viewer engagement is found on the second screen


Author: Cristina Lewis, Digital Video Solutions, Hewlett Packard Enterprise



Streaming video, Video on demand, Live streaming, Catch-up TV are all examples of how video content distribution has evolved over the last 10+ years. And with these new distribution technologies came new content providers, outside of the traditional cable/satellite provider. Netflix was one of the most aggressive to enter the streaming video market in 2007 (Netflix toppled the retail video rental market).  Since then, other OTT pure plays have crowded our laptops, tablets, and smartphones with their content viewing apps.                 


Many of these content providers have some advertising with their videos (or you can pay for ad-free content), but not anywhere near the same ad revenues as seen with traditional broadcast TV when that was the only “game in town”. So what has happened to TV advertising revenues that communications service providers and broadcasting companies have historically thrived on? Even with more video content choices than ever before, we have not seen an equal explosion in advertising revenues associated with video consumption (most ad revenues have now shifted online). So this missed opportunity to generate additional revenues by CSPs and Broadcasters has generated an ongoing content war to engage audiences and advertisers with them.


HPE Interactive TV helps to expand the engagement possibilities offering a new experience to consumers – a second screen experience – and adding a new revenue stream for content providers and advertisers collaboratively. While Interactive TV has been present on the second screen for live Sports (F1, Moto GP, Olympic Games…) it still remains untapped with everyday content such as comedies, reality shows and dramas where massive content production is involved.


With the implementation of HPE Interactive TV, CSPs and Broadcasters media services platform can have a new level of metadata automation that enables additional revenue streams.


 In partnership with PwC, HPE developed Interactive TV to help its Broadcast and CSP customers to:

  • Engage advertisers with a new direct selling approach on top of traditional ads
  • Expand control and management of the content experience (e.g. targeted ads, recommendations, offers, additional information…)
  • Enhance their viewers experience by enabling second screen interaction with products or objects associated with the scene they are watching
  • Enable social media experiences between viewers and their friends and family


It’s time to change the game and a new generation of interactive video experience. Join us at IBC 2017 Hall #9 MS62 to learn more about HPE Interactive TV.


More information on CSP solutions:

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