The software platform eliminates the need for video service providers and cable operators to devise and manage numerous guides for each device.

Cloud TV platform has the capability to convert graphics, interactive feed, and videos into a single stream such as MPEG feed or HTML feed. The content is carried to the set top box on a bandwidth that is unicast. Cloud TV is essentially a merger of TV services and web content, and is delivered through set top boxes utilizing IP connectivity.

The cloud TV software system is designed to be configured remotely from a server or a particular distribution center. Using the cloud TV platform, customers can view large number of channels having high-definition picture quality. The platform also facilitates customization of subscription plans, media streaming, and video recording.

On top of these benefits, cloud TV offers features such as streaming audio and video content from the Internet, fully functional Internet browsing, online gaming, email, support for social media networks such as Facebook, Twitter, MSN, and Skype, and high-definition resolution.

Demand for Rich Picture Quality to Fuel Use of Cloud TV Platform:

Worldwide, the increasing demand for high-definition picture quality is the primary factor driving growth of the cloud TV market. Increasing adoption of high-tech electronic devices such as smart TV, tablets, and cell phones is fueling growth of the cloud TV market.

Currently, the cloud TV platform is at a nascent stage; however, the industry has huge growth opportunities in both developed and developing countries. Television manufacturing enterprises such as Koninklijke Philips N.V and Toshiba Corporation are developing smart television sets that are pre-installed with cloud TV apps.

On account of the demand for technologically enhanced television sets, other television manufacturing companies are expected to add cloud TV series in their smart TV product range in the coming years. Moreover, expanding 3D content in television broadcasting is propelling growth of the cloud TV Platform.

However, cloud TV operators face challenges such as inadequate high-speed data infrastructure and governmental regulations on bandwidth allocations for Internet services. Also, lack of high-quality video content to be carried on cloud TV is further hindering the market. Moreover, the proven vulnerability of internet services to hacking is an issue yet to be addressed by cloud TV platform operators.

What is Cloud TV

Interactive Services Feature to Fuel Cloud TV Platform:

Cloud TV has the capability to deliver over-the-top (OTT) content to customers, which eliminates the need for multiple system operators. In January 2014, Active Video Networks, in collaboration with Brightline, delivered interactive brand advertising for L’Oreal and American Express for Roku devices, which are quadrature amplitude modulation (QAM) configured set top boxes.

Moreover, cloud TV platform enables video streaming services such as YouTube to be viewed on a TV screen. The service is delivered to customers making use of existing set-top boxes.

Active Video Networks leads the Global Cloud TV Platform. Its customer base is widespread across numerous regions in the global market. Its major rivals include Comcast, Time Warner Oceanic, Charter Communication, and Cablevision System in the U.S., Liberty Global, Ziggo, and Deutsche Telekom’s T Lab in Europe, and PCCW in Asia.

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