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With its launch of ITV Player for the PS3, ITV—one of the first broadcasters in the world to have a dedicated PS3-optimized commercial catch-up TV service—is making a bold statement about its strategy to lead the market as a world-class provider of content, delivered across multiple platforms. Accenture worked extensively with ITV to transform its content management system so it can deliver on the promise of a multi-platform future.
ITV needs to ensure that it can get its content onto the right platforms quickly to capitalize on user demand and open up new sources of revenue. PS3 is one of the key platforms that ITV has identified as a component of its multi-platform strategy.
When ITV decided that it wanted to create a player specifically for the PS3, it asked Accenture to develop a prototype to identify what possibilities and limitations were associated with working with the console, and how to achieve the optimal user experience. The website ITV.com has already proved popular with users and offered a sound basis for creating the same level of engagement across other platforms.
But to meet the fast evolving needs of a multi-platform future, it’s critical that content can be delivered rapidly to suit new formats and technical requirements. Accenture has worked extensively with ITV to create the architecture that will support ITV’s move onto new platforms as they emerge.
As one of the first broadcasters in the world to create a dedicated commercial catch-up TV service for the PS3, ITV has captured an important first mover advantage and delivered a user experience that is in line with its multi-platform strategy. For all broadcasters it is important to put content in front of viewers on a range of platforms—paid and unpaid— and being among the first onto a platform can secure a real advantage.
Balanced against the need for first mover advantage, however, is the need to ensure a high quality user experience. Speed and quality are equally important. Accenture’s rapid prototyping work helped to ensure that both aims were met.
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