Content Unification: A Trend Reshaping the iTV Ecosystem

  • Jorge AbreuEmail author
  • Pedro Almeida
  • Sílvia Fernandes
  • Ana Velhinho
  • Ana Rodrigues
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 11112)


Changes in the viewer’s habits, such as getting linear and nonlinear content, anytime and anywhere, are reshaping the behaviors of watching TV. In this context, many commercial stakeholders, of both Managed Operated Networks (MON) and Over-the-Top solutions (OTT), have been offering new content unification features supported by innovative user interfaces, including natural language interaction, to turn the TV viewing experience more pleasurable and engaging. Beyond the providers’ commercial interests of preserving their walled gardens, the need for retention of customers is pushing channels, operators and OTT players to match each other’s offers. Solutions are multiplying on leading services towards a personalized experience that aggregates several sources of content in the same interface, enriched with emergent interaction models such as voice control. Such industry trends, paired with empirical academic research, support the development of new unification-based UI solutions, that promise to have a central role in the future of the TV.


iTV industry Unification User interface OTT Voice interaction 



This paper is a result of the CHIC – Cooperative Holistic for Internet and Content (grant agreement number 24498), funded by COMPETE 2020 and Portugal 2020 through the European Regional Development Fund (FEDER).


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Copyright information

© IFIP International Federation for Information Processing 2018

Authors and Affiliations

  1. 1.DigiMediaUniversity of AveiroAveiroPortugal

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