IPTV and Digital Signage Brotherhood
Webster’s defines brotherhood as “an association (as a labor union or monastic society) for a particular purpose.” If we take Mr. Webster seriously, than we can easily see the interconnections and benefits of IPTV and digital signage. Simply stated, digital signage nothing more than an IPTV box with scheduled playback. IPTV(Internet Protocol Television) has been around for sometime. IPTV is a “multimedia services such as television/video/audio/text/graphics/data delivered over IP based networks managed to provide the required level of quality of service and experience, security, interactivity and reliability.”
In general, most digital signage networks are a form of IPTV. In fact, we receive, regular inquiries asking about how our solution may be of used in an IPTV scenario. Generally, these requests come from a foreign language content provider who wishes to distribute foreign language content to a niche network of users here in the U.S. In most cases, digital signage software solutions are congruent with what they are looking to accomplish. The technology usually fits within their specific needs. One of the biggest struggles here, however, is cost. Enterprise digital signage is not priced to be used by a consumer. But, as signage prices continue to fall, the technology will further be solicited by other industries as a solution for specific niche market needs.
IPTV vs. Digital Signage
When most think of IPTV, they think of a set top box meant for install in the home of a consumer. The “TV” in the name implies this. IPTV is simply a different form of content distribution for television content. Of course the applications for IPTV are much more wide than this, including digital signage technologies. I personally see digital signage as a subset of IPTV, a literal branch in the evolutionary chain of technology development. Place-based networks are simply a different use of IP television.
IPTV and digital signage also imply a difference in revenue streams. IPTV can be done on a subscription model for streaming videos. In addition, the content can be subsidized by advertising. The content for both mediums will generally be extremely different. While, in general retail digital media targets consumers in much the same way IPTV does, they are doing it in a very different setting. Chillin’ in your home watching streaming videos through an IPTV box would mean digital ad content will be very different. While revenue models in narrowcasting (both in advertising and subscription hosting) vary almost as widely as they do for Internet Protocol TV, the technology certainly shares similar DNA.
Is IPTV dead?
I personally feel the answer to this question is yes and no. IPTV competes mostly with Internet TV when it comes to video content delivery. Internet TV, which encompasses transport streams generally sent over the Internet, is a much cheaper method for distribution (which can mean the quality is degraded). Unfortunately, Internet TV generally does not allow for multicast capabilities, which limits it’s functionality somewhat. With the increase in the prevalence of streaming media devices, IPTV continues to expand. Yahoo, Hulu, and even Netflix boxes brought to you by Roku are being used as streaming devices for in-home entertainment. IPTV and Internet TV are two synergistic technologies whose use will never die–it all depends on what needs completed.
How are digital signage and IPTV technologies symbiotic?
To say the two technologies are mutually exclusive is simply ridiculous. Furthermore, to say they cannot mutually benefit from one another is doubly ludicrous.
1. Multicasting. Multicasting allows for increased functionality for content delivery. Whether you’re running a sign network or a IPTV network, implementing multicast capabilities can greatly expand the audience you solicit to in your software sales.
2. Content. I wrote previously about a general lack of content. Using IPTV as another source for digital sign content, would be a very big plus.
3. Display of content. While I believe the three panel layout is dying, it may be wise to not discount it for the consumer-driven Internet TV crowd. Yahoo’s Connected TV is a good example of using screen zones.
4. Revenue generation. Advertising will always play a large role in in the home television as well as in digital out-of-home.
5. Interactivity. Applications like video-on-demand and interactive applications with mobile devices are increasing at a rapid rate in DOOH. Place-based media will continue to see integration with interactivity. And so will digital signage. As both move forward in their technology, interactivity platforms will see cross application between industries.
There are nearly no technologies which cannot receive a benefit from other–already developed–solutions in other industries. Because digital signage and IPTV are literal “blood brothers,” it makes integration and cross-application between the two technologies nearly necessary. And since some companies in the industry have already delved into consumer IPTV, it is certainly an interconnecting technology worth noting.