EVOLUTION OF TV CONTENT DELIVERY AND ON-DEMAND VIDEO DELIVERY TO THE END-USER

Televizija ostaja eden najbolj razširjenih in uporabljanih medijev. Medtem, ko potrošniki zahtevajo vsebino kjerkoli in kadarkoli, je izziv za ponudnike storitev kako temu povpraševanju zadostiti, tako s tehničnega kot tudi z vsebinskega vidika. Tako kot je internet spremenil naš način nakupovanja, branja in osebne komunikacije, tako so novi načini dostave vsebin spremenili dojemanje in način vključevanja televizijskih storitev in zabave v naše dnevno življenje. V vseh segmentih vrednostne verige dostave medijskih vsebin so se pojavili novi akterji, ki izkoriščajo digitalne in on-line tehnologije. Med njih štejemo Internet velikane Google (Youtube), Amazon, Apple, Deezer, Spotify, Netflix in številne druge. Zmožnost dostave vsebin na več zaslonov in na zahtevo postaja v zadnjih letih izredno pomembna in v nekaterih okoliščinah pomeni konkurenčno prednost na trgu. Ob teh predpostavkah je za ponudnike vsebin izrednega pomena analiza trga današnjih uporabnikov ter njihovih navad, saj bodo le ob poznavanju teh lahko uspešno tekmovali na trgu. Skozi analizo uporabnikov slovenske televizije ugotavljam, da tudi slovenski uporabniki sledijo trendu izkoriščanja tehnoloških zmogljivost, ki jih nove tehnologije in storitve omogočajo. Ob tem ugotavljam da so investicije operaterjev in ponudnikov storitev v tehnologije za dostavo vsebin na več naprav in vsebin na zahtevo kažejo kot upravičene.Television remains one of the most widely adopted and used medium. While there is user demand for services and content to access anytime, anywhere, pay TV operators need to find an appropriate technical solution to be able to offer multiscreen and TV everywhere services. As Internet changed our way of shopping, reading and personal communication so did new ways of content delivery changed our perspective and ways of TV content and services consumption. In all parts of media delivery value chain a number of new actors have been emerging, leveraging new digital and online technologies. These new players include Internet giants such as Google (YouTube), Amazon, Apple, Deezer, Spotify, Netflix and many others. The ability to deliver content on multiscreen and on demand is extremely important in recent years and in many cases I believe represents competitive advantage on the market. With this assumption the market analysis and user behavior analysis is of extreme importance for content providers. Through Slovenian TV viewers analysis I can identify that the entire Slovenian television market follows the trend of using new technological performance and usage of new services. Along with this I can confidently say, that operators and content providers investments into new technologies for multiscreen and on demand delivery are evidently justified