Connected viewing is still a bit of a novelty and therefore means different things to different people. We've presented our take on CV Milestones in the timeline below. We also asked our readers to identify a key moment, development, or service integral to connected viewing but missing from our own list. You can read more about the winning entry here.
The promise of interactive television has existed since the early days of cable television. In 1978, the first interactive channel QUBE launched, but it failed to garner widespread acceptance. In general, consumers have expressed dissatisfaction with the user interfaces and functionality, a feeling that persists to this day with regard to on-demand services.
2. WebTV 1.0 (1995)
Technology companies failed to bring computer functionality to television screens in the mid-1990s because broadband technology was not pervasive enough to facilitate reliable service.
3. Enhanced Home Video (1998)
DVDs have had “enhanced” viewing options and web features since the 1998 DVD release of The Matrix. BD Live expands these enhanced services by coordinating worldwide viewing events over the Internet.
4. TiVo, DVRs, and Game Consoles (1999)
TiVo combined interactive television with timeshifting and inspired cable companies to redesign their set top boxes. The recommendation system, search and discovery technologies, and interactive advertising pioneered by TiVo continue to inform current connected viewing technologies. Video game consoles enhance the experience by increasing interactivity and drawing in likely consumers.
5. Mobile Devices (2007)
The development of smartphones and tablets, particularly the iPhone and iPad, enable consumers to access entertainment content on the go. Mobile devices also are becoming an integral part of second screen viewing.
6. Twitter and Television (2010)
Twitter has influenced television viewership in the past two years by offering a venue for viewers to discuss content while they watch it on television. The entertainment industry is attempting to direct this interactivity by supplying official hashtags and proposing conversation topics. Digital “brand managers” also use Twitter as a way to receive direct feedback from audiences and as a ratings predictor.
- More info from The New York Times
- More info from Robin Sloan of Twitter
- Example: Fox hashtags, Buzz and Ratings on their shows
7. Facebook Integration (2011)
Facebook, like Twitter, is an important site for observing fan communities interacting with popular media franchises. Facebook has made deals with entertainment studios to become a destination for online viewing, bringing together the audience conversation and the viewing experience on the same screen.
- More info from The Wall Street Journal
- More info from The Wrap
- Example: Warner Bros., Miramax, Universal, Paramount, Netflix, Hulu, Spotify
8. Social Solutions (2011)
Entertainment studios and television networks have created their own social media platforms around specific consumer activities, such as collecting, sharing, and recommending.
- More info from The Los Angeles Times
- More info from the HuffPo
- Example: CBS and Clicker, Disney Rewards
9. Dashboards and Apps (2011)
HBO, Showtime, Comedy Central, USA, NBC Sports, and Fox all have social media dashboards and apps that are meant to provide simultaneous second screen experiences alongside the original television broadcast.
10. Cloud Services (2011)
The launch of UltraViolet, iCloud, and Keychest will test cloud-based ownership and collecting.