Engaging with rich video content is not about search, but about discovery. Users are delighted initially at the ability to search and find their favorite titles; but after they've run through that content, the honeymoon is over. In order to keep consumers engaged, service providers need to toss new, relevant content into the path of the consumer. Give them what they are going to want, even if they do not know it yet, and they will stay/buy/subscribe. This is the value of discovery. The pain point for content providers thus far has been pulling together a recipe for effective discovery. Enter the new players.
The Israeli startup, Jinni, is driving more intuitive discovery through its Pandora genome-esque recommendation engine. The service uses "..2,200 different parameters or 'genes' covering mood, style, setting, atmosphere, etc." to categorize video content and develop more targeted content recommendations. As of last month, Microsoft is licensing Jinni's semantic video discovery technology. To what use the technology will be utilized is unknown; however the possibilities include deployment as part of the effort to boost video services on the Xbox gaming console.
Boxee is taking a more social approach with the August release of a new iPad app designed to connect users through Facebook, Twitter and Tumblr to discover what videos their friends are watching and sharing. New York-based Shelby.tv, while still in the alpha stage, is building a "lean back experience for discovering new videos." Working through Twitter and Facebook, Shelby.tv via its full-screen player, serves to users a constant stream of videos shared or recommended by friends. A key differentiator for this startup (in what is becoming an increasingly crowded space) is its integration with Hulu. Shelby.tv users can share clips and full length videos from the online provider's library. This integration is the first such social platform-based arrangement in which the provider has entered. This marks an effort by Hulu to leverage social networks in gaining the attention of new viewers and further engaging its existing user base.
Established players such as Sony are also upping their discovery game. Last month Sony announced its new Video Unlimited PlayStation 3 App for Playstation Plus subscribers. The principle upgrade to the service is the recommendation engine which "...makes it easier and more visual to browse, discover, and search for movies and TV shows from your favorite actors, directors, and genres."
Metadata used this way establishes a relationship between what users are already searching/ watching and other relevant content. This type of relationship-building, coupled with the greater interactivity afforded through social platform integration, may be just the discovery mix providers have been seeking.
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