Broadcaster, set-up box, and TV device manufacturers have been trying for years to replace the traditional teletext by digital offerings. Interactivity, animated infographics, and dynamic editorial content should be retrieved easily and perfectly on the TV.
That’s the theory.
Smart TV is the key word. It’s now available in more than 30% of all German households — 76% of which actually use the technology via media libraries and video portals, according to a study by GfK in July 2012.
Video on demand is obvious. But do we need really smart TV for background information? For up-to-date (text) news or statistics?
The same GfK study found that 93% of respondents, while watching TV, are surfing via smartphone or tablet online for background information on the current programme.
And exactly these results are confirmed by Google during the Olympic Games. During the opening ceremony of the Olympic Games, Paul McCartney sang “Hey Jude.” The searches for Paul McCartney during the performance soared enormously, mostly via smartphone and tablet rather than desktop search.
Another trend is reinforced by Olympic video on mobile devices. Many sports and competitions by the IOC or the national broadcasters were broadcast only on the Internet. TV apps provide the user with live-video from almost all competitions. Before the Olympics, 19% looked on the smartphone videos in Germany. After the Games, it will be much more.