Author Archive: Horia Galatanu

Horia Galatanu

About Horia Galatanu

Horia Galatanu is Senior Product Manager for Adobe Primetime entitlement where he leads the strategic vision, product roadmap, priorities and key industry partnerships for Adobe’s TV Everywhere efforts. He has led the team from idea to eventual position as the industry’s leading solution for TV-E. He is a frequent speaker at industry conferences including OATC, CTAM, Streaming Media and TVOT and has spoken at TEDx about how easy it is to dismiss great ideas that don’t fit your viewpoint. Horia is a computer scientist by background and in the past, has led technical teams on online video. He has a bachelor’s and master's degree in computer science from the Polytechnic University of Bucharest.

Moving Beyond Flash: Providing a Better TV Everywhere Authentication Experience with the New JavaScript SDK 3.0

Today’s browsers are unpredictable in the way they handle Flash content. Unfortunately, this often diminishes the TV Everywhere (TVE) user experience. For example, you may have noticed that some browsers ask users to click a button to turn on Flash each time a web page features Flash content, such as a TVE channel that you’d like to stream.

Here is what this request looks like in Safari:

This type of hurdle illustrates how Flash no longer provides ideal TV Everywhere experiences in browsers. The good news is that TVE authentication doesn’t have to happen in Flash, and Adobe Primetime has released our most user‐friendly web SDK for authentication yet, JavaScript SDK 3.0.

The Primetime authentication JavaScript SDK 3.0 provides broadcasters, cable networks, and service providers with a secure, reliable way to authenticate viewers across different TVE experiences in the same browser, while limiting the need for frequent log‐ins. Here are five reasons to leverage the new SDK:

  1. Best SDK for TV Everywhere Web Authentication — JavaScript SDK 3.0 goes beyond feature parity with our Primetime authentication Flash SDK by providing a better user experience and by loading faster.
  2. Persistent Authentication by Device ID - JavaScript SDK 3.0 allows users to log in less frequently on any single device. This is done with a new device ID that uses proprietary Adobe individualization algorithms. Earlier versions of the JavaScript SDK used the user’s IP address to maintain an authenticated state for returning users that have already logged in once. However, using the IP to do this forced users to login every time the IP address changed on their device. By using the new individualization algorithms, the new JavaScript SDK can authenticate a user once and maintain an authenticated state for a duration of time even if the device’s IP address changes. This allows a user to login once and then use their authenticated device at home, at work, or via any connection without being prompted to log in for a long period of time.
  3. One Authentication State for All Browser Tabs and Windows — JavaScript SDK 3.0 provides a single authentication state to all tabs and windows in a browser. This is particularly helpful on websites that open video playback in a new window where it opens with the same authentication state as the original window. No additional authentication calls need to be made.
  4. Easy Migration — The Adobe Primetime team has put a concentrated effort into making it easy for developers to migrate to JavaScript SDK 3.0. To migrate, all a developer needs to do is put in a new API and call the JavaScript SDK instead of the Flash SDK. Developers also benefit from more logging and debugging capabilities in JavaScript SDK 3.0, which help them get up and running fast.
  5. Strong Adoption — Over half of Adobe Primetime authentication customers are already using JavaScript SDK 3.0.

Ask your Technical Account Manager for more details on how to get started with JavaScript SDK 3.0 today.

Hurdles to a 5‐Star TV Everywhere App Review

Millions of people use TV Everywhere apps on iOS devices every day. Yet no TV Everywhere app has cracked the code to a 5‐star rating in Apple’s App Store. For instance, the top 10 TV Everywhere iOS apps have ratings that range between 2 and 4.5 on a 5‐point scale.

To identify how to get these ratings up, Adobe conducted an informal qualitative review of iOS TV Everywhere apps powered by Adobe authentication. The review was based on over 4,000 user reviews posted to Apple’s App Store between January 2015 and August 2016. It identified common pain points that users have with respect to ads, performance, usability, and login.

The infographic below shows how 80% of reviews mentioned a problem with ads. This research aligns with new survey data from Adobe, which reveals the most disliked attributes of online video ads and how to improve the video ad experience.

% of App Store Reviews Referencing Each Type of Pain Point
User reviews express dissatisfaction with ads, performance, usability, and login

The infographic also shows that 70% mentioned a problem with performance, 40% mentioned a problem with usability, and 25% mentioned a problem with login. If a TV Everywhere app provider can optimize the ad experience while minimizing these other pain points, it can significantly increase the likelihood that new reviews will be 5‐star reviews.

Ads, performance, usability, and login are just the broad categories of pain points. You can get detailed insights into the specific complaints that users have within these categories in Adobe Primetime’s online report, “Insights into TVE Apps.”

Here’s a short sampling of the user reviews included in the report:

One episode, which I watched in four slices, required me to go through roughly 22 ads.”

Every time a commercial comes on it plays perfectly. When the show comes back on it skips, lags, fast forwards, reverses, buffers just in time for the next commercial.”

No way to resume if you have to stop?!?!?!”

I have to login after every time I open the app and after every crash. I’ve logged in more than I’ve been able to watch.”

Overall, the “Insights into TVE Apps” report highlights the need for further research into the user experience across all TVE apps as well as within each app individually. It also empowers TVE app providers with the knowledge they need to begin to address these pain points and receive better reviews from users.

To learn more about how to provide a seamless login experience, visit the product page for Adobe Primetime authentication.

Growing TV Everywhere Adoption to 70%, Part 4: Enhancing Content Discovery

A hand reaches for a screen to discover content available via TV Everywhere.

Has anyone ever asked you “What’s on TV Everywhere tonight?” Probably not, because it’s a hard question to answer. There are simply not enough easy ways for pay‐TV subscribers to explore and be alerted to what they can access via TV Everywhere.

As a result, further innovation in the area of content discovery would be welcome within and across TV Everywhere sites and apps. In fact, TV Everywhere can grow to reach 70% of pay‐TV subscribers by the end of 2017 if pay‐TV providers improve content discovery, increase consumer awareness and reduce sign‐in friction for TV Everywhere viewers.

The current state of content discovery for TV Everywhere viewers

Most of the current methods for discovering TV Everywhere content leave room for improvement. Here’s a few of the most popular methods and their limitations.

  1. Browsing or searching TV Everywhere apps and sites
    Consumers can browse or search within the apps and sites provided by their MVPD or by TV programmers. Often, this method of content discovery doesn’t surface as much of the TVE catalog as the subscriber has access to. For example, a TV programmer’s app will only surface its own content. This isn’t optimal because it forces TV Everywhere viewers to go from app to app and site to site until they find something to watch.
  2. Using third‐party services like Yahoo Video Guide, Yidio, or Molotov
    Consumers can create an account with services like Yahoo Video Guide or Yidio in order to get customized recommendations and email alerts about all their favorite TV programming across OTT and TV Everywhere services. Consumers in France will have a third option with Molotov, which begins service on July 11. These content discovery services could eventually provide the ideal experience for consumers. However, they’re currently falling short of the ideal because they’re asking consumers to install another app just for recommendations. The ideal consumer experience would be one app for both recommendations and playback.
  3. Using the interfaces of connected TV devices
    Makers of connected TV devices are also providing innovative content discovery experiences that put TV Everywhere content side‐by‐side with OTT content. For instance, Apple TV lets users search across multiple apps at the same time with Siri and will soon allow users to access any TV Everywhere app in the search results after providing pay‐TV credentials just once. The only downside for consumers with these experiences is that they each only work on one device, a connected TV device. And connected TV devices only make up 23% of TV Everywhere authentications, which means these devices can’t provide a ubiquitous solution to content discovery.

The content discovery obstacles for TV Everywhere

Bottom line, every interface to TV Everywhere needs improvement. This includes all the “pull interfaces” where viewers go to search and browse for content. It also includes all the “push interfaces” where viewers passively receive recommendations.

Here’s some minimum requirements for pull interfaces:

  • Every site and app needs search and browse functionality.
  • Every site and app should personalize the browse functionality for logged‐in viewers.
  • Viewers should be able to easily tell the difference between full‐episodes and short‐form content.
  • Viewers should be able to filter out all the results that they don’t have access to.
  • Viewers should easily be able to see metadata about each movie or program.

Here’s some minimum requirements for push interfaces:

  • Viewers should be able to sign up for personalized email recommendations.
  • Viewers should have access to other ways, besides email, to receive notifications of new content. For instance, the social media accounts of MVPDs, networks, programmers, shows, actors, and actresses could all be used to alert fans to shows they’re likely to be interested in.

One way to quickly enhance your content discovery capabilities is with Adobe Primetime Recommendations. This solution uses machine learning to intelligently surface data‐driven, personalized video recommendations to your viewers, which they can play back instantly.

A bright future for content discovery

Competition and innovation in the area of content discovery will eventually correct for today’s limitations. Every player in the pay‐TV industry will be a part of making the deep catalog of TV Everywhere content available to viewers. In addition, social networks will play a larger role in content discovery.

Moving seamlessly from awareness to content discovery to sign in

This information about content discovery completes my series on the three critical stages in the consumer’s TV Everywhere journey. Specifically, the ideal TV Everywhere journey is one where viewers:

  1. Know about TV Everywhere and the fact that it gives them access to premium content across hundreds of sites and apps.
  2. Discover content across these hundreds of sites and apps.
  3. Play the TV Everywhere content they’ve found without being slowed down by cumbersome sign in requirements.

The pay‐TV industry has a lot to gain by optimizing these stages. They can increase the amount of time that viewers spend with their content, increase the loyalty that pay‐TV subscribers feel toward the pay‐TV brands that they engage with, and decrease churn.

Adobe and Apple Working Together to Advance the TV Everywhere User Experience

We’re pleased to announce today that we’re working closely with Apple to improve consumer adoption of TV Everywhere (TVE) and address key issues preventing TV Everywhere from reaching its full potential.

Apple announced today at its Worldwide Developers Conference a set of new authentication APIs in iOS and tvOS that enable Single Sign On (SSO) for TVE on Apple devices. Apple’s new authentication APIs will allow users to sign in using their pay‐TV credentials, and once signed in, they will not have to sign in again as they’re moving from one TVE app to another.

Apple has also enhanced the user experience on Apple TV by moving to a single screen authentication process. Instead of seeing a registration code and using a laptop to authenticate, users will now be able to enter their username and passwords directly on the Apple TV screen.

Adobe is working to incorporate these new APIs into all Adobe Primetime authentication SDKs, ensuring efficient adoption by programmers. Adobe Primetime is the market leader in TV Everywhere, powering authentication for 95% of broadcaster and cable network sites and apps in North America today.

Adobe will continue to work with programmers, MVPDs, device manufacturers and other partners to make TV Everywhere a seamless, enjoyable user experience, and let consumers access content just as easily as they do today on TVs.

Growing TV Everywhere Adoption to 70%, Part 3: Reducing Sign In Friction

Do you want TV Everywhere to reach 70% of pay‐TV subscribers by the end of 2017? I’ve outlined here why this is possible and I’ve shared some ideas for getting over the first hurdle to adoption, which is the awareness hurdle. However, before investing significantly in driving awareness, there’s another hurdle to address. It’s the cumbersome sign in process where pay‐TV subscribers have to enter in their username and password in order to watch TV Everywhere.

The current state of TV Everywhere sign in

Currently, TV Everywhere sites and apps ask pay‐TV subscribers to sign in with a username and password once every 30 days, on average. If pay‐TV subscribers switch to a different TV Everywhere site or app, they may be asked to sign in again. Consumers do not like these sign in requirements and they’re causing consumers to go elsewhere to view entertainment content.

Put yourself in your subscribers’ shoes for a moment. Joe comes home from a long, hard day at work and tries to catch up on his favorite show from a TV Everywhere app on his Roku box. He hits the sign in wall and gets frustrated that he can’t just watch the shows he’s paying for. He exits the TV Everywhere app and opens YouTube where he watches a video blogger he likes instead.

Studies from CTAM and Hub Research have confirmed consumers’ propensity to leave TV Everywhere apps and sites, and seek alternative sources of entertainment, when they come to a sign in wall. Specifically, studies have shown:

Research shows that the majority of online TV viewers would rather watch free or pirated video than enter a username and password to watch premium TV online.

The ideal TV Everywhere sign in experience

In place of the current sign in experience, the ideal experience would be for viewers to move directly from discovering shows to watching shows without hitting a sign in wall at all.

If watching TV Everywhere was more like watching traditional cable or satellite TV — where there is no username or password to enter — viewers would use it more and be happier with the experience. In addition, all efforts to drive awareness of TV Everywhere would be more effective because users would easily progress along the TV Everywhere journey from awareness, to trial, to repeat usage.

The benefits of reducing sign in friction

There’s a lot to gain by reducing sign in friction. It makes pay‐TV subscribers more likely to try TV Everywhere sites and apps and become repeat users. In turn, this leads pay‐TV subscribers to become more loyal to their pay‐TV provider and to TV networks. For instance, research by The Diffusion Group identified four ways that using TV Everywhere improved consumers’ perceptions of pay‐TV providers and TV networks, which are illustrated in the chart below.

Change in consumers’ perceptions due to TV Everywhere use

Q: To what extent has your use of these [TV Everywhere] TV streaming apps changed your perception of the following?

Impact of TV Everywhere Usage on TV Brands

Source: “Streaming Video Survey Analysis,” by The Diffusion Group, January 2016.

Three ways to reduce sign in friction

The industry has at least three ways to move closer to the ideal sign in experience. Industry players can use Home Based Authentication (HBA), support single‐sign on, allow persistent authentication, or implement all three options.

Let’s look at these options in more detail.

  1. Use Home Based Authentication
    With Home Based Authentication (HBA), sites and apps that support TV Everywhere can verify subscribers’ access from within the home without asking for a username and password. When one leading multichannel video programming distributor (MVPD) implemented Home Based Authentication (HBA), it saw an 82% increase in unique users of TV Everywhere and a 32% increase in engagement with TV Everywhere. This  infographic covers everything you need to know about Home Based Authentication including how to get started. 
  2. Support single sign on
    Single sign on is an authentication process that permits a user to access multiple sites and apps. It can allow a pay‐TV subscriber to authenticate once and then jump from site to app to site watching whatever TV Everywhere content that they want without running into any sign in walls. It can work with Home Based Authentication so that a pay‐TV subscriber can access the hundreds of TV Everywhere sites and apps from home without ever having to enter their username and password. Or, it can work outside of the home by asking just once for a username and password and then applying that verification to all TV Everywhere sites and apps.
  3. Allow persistent authentication
    Persistent authentication is a capability that keeps audiences logged in forever. Instead of timing privileges out at the end of a viewing session or at the end of a day or even after 30 days, it can keep subscribers authenticated as long as their TV Everywhere consumption adheres to the rules. For example, as long as subscribers don’t participate in password sharing, pay‐TV subscribers that are authenticated once can stay authenticated.
  4. Implement all of the above
    The ideal TV Everywhere experience, where viewers can move directly from discovering shows to watching shows without hitting a sign in wall, can be accomplished by implementing Home Based Authentication, single sign on, and persistent authentication. Home Based Authentication would allow pay‐TV subscribers to access TV Everywhere sites and apps without having to enter a  username and password. Then, single sign on would let pay‐TV subscribers navigate all TV Everywhere sites and apps as an authenticated user. Finally, persistent authentication would keep pay‐TV subscribers authenticated forever. Overall, this will provide a welcoming experience to new TV Everywhere users and will help retain existing TV Everywhere users.

Working together to grow TV Everywhere adoption to 70%

This is the third article in a four‐part series that aims to spark the actions that will help the pay‐TV industry take TV Everywhere adoption to new heights. In the first article, I provided an overview of the awareness, sign in, and discovery stages of consumers’ TV Everywhere journey. In the second article, I shared some ideas for increasing consumers’ awareness of TV Everywhere. In this article, I covered how to reduce sign in friction. My next and final article in the series will explore what needs to happen with content discovery in order to drive adoption.

Growing TV Everywhere Adoption to 70%, Part 2: Increasing Consumer Awareness

I recently shared the belief that consumer adoption of TV Everywhere can grow to reach 70% of pay‐TV subscribers by the end of 2017. This level of adoption is possible because TV Everywhere makes a huge amount of high‐quality content available to pay‐TV subscribers on all of the most popular connected devices at no additional cost. What’s not to like?

growing TV everywhere adoption

And, TV Everywhere has been growing, just not fast enough. For instance, between Q4 2014 and Q4 2015, TV Everywhere experienced 36% growth year‐over‐year when it grew from reaching 12.8% of active monthly pay‐TV viewers to 17.4%, according to Adobe Digital Index’s 2015 Digital Video Benchmark Report. Still, 17.4% is a far cry from 70%.

The gap between where TV Everywhere is today and where it could be in the future indicates that there’s one or more points of failure along the consumer’s journey to adoption. Awareness is one of these points of failure. We know this from consumer survey data. For example, a recent survey among adult video streamers by The Diffusion Group (TDG) indicates that TV Everywhere has two kinds of awareness problems:

  1. Some pay‐TV subscribers are completely in the dark about TV Everywhere. TDG found that 18% of adult video streamers (who also subscribe to pay‐TV) have never heard of a TV Everywhere app from their home TV provider and 24% have never heard of a TV Everywhere app from a home TV network.
  2. Other pay‐TV subscribers are only partially aware of TV Everywhere and its capabilities. TDG also found that 27–28% of subscribers have heard of, but are not familiar with, TV Everywhere apps. They might know the apps exist, but they don’t know know much about what the apps do or the content that’s available within the apps.

Before these awareness problems can be fully addressed, there’s a number of challenges to overcome. Here’s our take on one of the key challenges and how to respond.

Challenge: Content programmers and pay‐TV providers are missing easy opportunities to drive TV Everywhere awareness and promote the capabilities of TV Everywhere apps and sites.

If you start to look closely at every touchpoint that content programmers and pay‐TV providers have with current and future subscribers, you’ll begin to notice the frequent absence of the term TV Everywhere. You’ll see benefits messaging such as, “Stream live TV and On Demand anywhere” or “All your entertainment on all your screens” with no mention of TV Everywhere. Similarly, watch just about any TV ad for a TV show, and you’ll see the one call to action is for viewers to tune in at a certain date and time with no mention of the option for viewers to watch the advertised show via TV Everywhere.

The answer: Industry organizations like the Cable and Telecommunications Association for Marketing (CTAM) can work toward robust co‐branding recommendations for TV Everywhere. These recommendations would be responsible for showing content programmers and pay‐TV providers how to include TV Everywhere messaging in their most popular subscriber touchpoints.

CTAM already has messaging recommendations for TV Everywhere. These recommendations could be updated to answer a wide range of co‐branding questions that content programmers and pay‐TV providers may have, such as:

  • Is there a way to update my app icon to show that it supports TV Everywhere?
  • Is there a way to name (or rename) my app to show that it supports TV Everywhere?
  • What are the recommended ways to incorporate the term TV Everywhere into my existing messaging about the availability of my programming across connected devices?
  • How should ads driving tune‐in be updated with TV Everywhere messaging?

Anyone can suggest answers to these questions, but only an industry organization can gather consensus on which answer to use. If the entire industry can apply the same co‐branding recommendations to all TV Everywhere apps and sites, then consumer awareness will surely follow.

There’s more to growing TV Everywhere adoption to 70% than just driving awareness

This is the second article in a four‐part series that aims to spark the actions that will help the pay‐TV industry take TV Everywhere adoption to new heights. In this article, I covered TV Everywhere’s awareness problem and offered one possible solution. Yet, awareness isn’t the only roadblock to 70% adoption. In my next two articles, I’m going to look at what needs to happen with content discovery and the sign in experience to drive adoption. I hope you’ll join me.

Infographic: Consumers Don’t Log In When They Watch Pay TV. Why Should They With TV Everywhere?


As an executive in an organization with a TV Everywhere service, you value your customers and strive to be their preferred destination for watching shows and movies.

Yet, something is in your way. It’s the cumbersome sign‐in requirements that your viewers have to deal with when they go to watch your content across devices.

Thankfully, the industry has come up with a solution that makes watching TV Everywhere as easy as watching traditional cable or satellite TV. It’s called Home Based Authentication (HBA) and it’s a way to verify subscribers’ access to TV Everywhere without requiring them to enter a username and password.

In the following infographic, we share:

  • Why it’s a big problem to ask subscribers to log in with a username and password
  • How Home Based Authentication (HBA) can increase the number of subscribers using your TV Everywhere service and elevate their engagement with your service
  • How to enable Home Based Authentication (HBA) for your subscribers

In short, Home Based Authentication (HBA) is a TV Everywhere feature that helps you show your subscribers that you value them, make their experience with your service better, and boost their online TV consumption.

Get the free infographic here:


Growing TV Everywhere Adoption to 70%, Part 1: Three Critical Stages in the Consumer’s TV Everywhere Journey

Serious attention is required to grow TV Everywhere adoption from 17% to 70%

At Adobe, we believe that consumer adoption of pay‐TV across screens, also known as TV Everywhere, can grow to reach 70% of pay‐TV subscribers by the end of 2017. It’s a reasonable prediction because there’s already a large and growing audience that’s regularly watching TV programming on connected devices. For example, 91 million adults in the U.S. viewed content on a TV‐connected device during an average week in July 2015, as measured by Nielsen. In the same week, 95 million adults watched smartphone video, 76 million watched PC video, and 36 million watched tablet video.

Yet, getting TV Everywhere adoption from the 17.4% of pay‐TV subscribers that it reaches now to 70% of pay‐TV subscribers will require a serious industry effort to improve the consumer’s TV Everywhere journey. As the industry invests in this effort, we believe TV Everywhere will also be complemented by direct‐to‐consumer (D2C) OTT services, which are growing the overall market for online TV programming. Both TV Everywhere and D2C services have an important role to play in the future of TV.

Where to focus in the TV Everywhere journey to drive adoption and use

The consumer’s TV Everywhere journey starts with awareness, should grow with content discovery, and should not be impeded by cumbersome sign in requirements. That’s why Adobe views these three stages — awareness, content discovery, and sign‐in — as the critical stages that the pay‐TV industry should focus on in order to drive TV Everywhere adoption and use.

Let’s take a closer look at the challenges at each stage:

  1. Among pay‐TV subscribers who don’t use TV Everywhere, 53% say they’ve never heard the term — Pay‐TV subscribers need to know what TV Everywhere is, how to get started with it, and the key fact that it’s included with their existing cable or satellite TV service. It’s a big challenge to communicate how one set of credentials, in the form of a username and password from the consumer’s cable or satellite TV provider, provides access to hundreds of premium sites and apps. However, once consumers know this and experience the incredible value of it for themselves, it’ll boost their satisfaction with pay‐TV and the loyalty they have to their pay‐TV provider.
  2. There’s no channel flipping to drive awareness of new programming on pay‐TV — Once consumers have tried TV Everywhere, they need easy methods to explore and be alerted to what they can access, and where and when it can be accessed. Where channel flipping and word of mouth were the traditional ways of discovering new content through linear TV, something has to clue users into where to go for that live sporting event they want to watch or the new series premiere they’re excited about.
  3. TV‐E is still difficult to sign into and access - Deadline reports that cable and satellite companies have badly botched their rollout of TV Everywhere streaming. Even when consumers get past the awareness and content discovery hurdles and begin to use TV Everywhere on a regular basis, the sign in requirements are too cumbersome. The ideal experience would be for viewers to move directly from a content discovery mode to playing the actual content itself without hitting a sign in wall.

The challenges at each of these three critical stages in the consumer’s TV Everywhere journey are very different from one another. The first is largely a marketing challenge, the second an innovation challenge, and the third a technical challenge. But the goal of addressing these challenges is the same: to help TV Everywhere reach its full potential to entertain approximately 78 million pay‐TV subscribers every month.

Tune in next time to continue the focus on growing TV Everywhere adoption to 70%

This is the first article in a four‐part series that aims to spark the actions that will help the pay‐TV industry take TV Everywhere adoption to new heights. In the articles to follow this one, I’m going to do a deep dive into each critical stage in the journey. I’ll focus on increasing consumer awareness, enhancing content discovery, and reducing sign in friction. I hope you’ll join me next week for the deep dive into how the pay‐TV industry can grow consumer awareness of TV Everywhere.

How Industry Consortiums CTAM and OATC are Working to Boost TV Everywhere Success

Attracting more pay‐TV subscribers to TV Everywhere (TVE) has always been an exciting challenge, which involves continually improving the user experience and the way it is marketed. We’re big fans and contributors to the work of two industry consortiums, Cable & Telecommunications Association for Marketing (CTAM) and Open Authentication Technology Committee (OATC), that are bringing industry players together to help increase TV Everywhere usage.

TV Everywhere success benchmarks

We believe that benchmarks for TVE’s success can be pushed higher. To understand current TVE adoption levels, a study conducted by Hub Entertainment Research in October 2014 indicated that just 49% of cable subscribers have used TVE to view TV content at least once over the past six months. To improve this benchmark and others, we support CTAM’s 2015 goals to:

  • Increase TVE usage among cable customers to 65%
  • Increase aided awareness of TVE among cable customers to 75%
  • Increase adoption of CTAM’s UX and messaging recommendations among member companies offering TVE to 80%
  • Achieve 85% member support of CTAM’s summer industry‐wide tent‐pole marketing communications initiative

This infographic by CTAM suggests three things pay‐TV providers can do to help:

Home‐based authentication will create frictionless TVE accessibility

OATC is also addressing the user experience challenges of TVE. The focus of an OATC meeting in early May was home‐based authentication. It is the ability to automatically recognize pay‐TV subscribers and grant them access to programming without sign in. Home‐based authentication, which CTAM may position to consumers as Instant Access, would overcome a major hurdle to TVE usage because many pay‐TV subscribers feel that signing in with a username and password is an extra step that they don’t want to take. Subscribers are already used to viewing cable or satellite TV without having to sign in, so they want this same frictionless experience for TVE. In response to this consumer demand, OATC members are working on the technical implementation of home‐based authentication and ensuring compatibility with features like parental controls.

We’ll be sure to point you to the new documents from OATC on home‐based authentication as they develop. In the meantime, pay‐TV providers can benefit from the OATC’s existing work by accessing their recommended best practices and working with their standards.

Adobe Primetime is proud to be a contributing member to CTAM and OATC to ensure that viewers get the best IPTV viewing experience, no matter what device they are viewing from. You can follow the work of the two industry consortiums at and