While speculations about Apple TV are buzzing around without anything really happening publicly (at least at the time of writing this post), tablets (led by the iPad) are dramatically changing the TV industry. Tablets are fast on the rise, particularly in the US, and without a doubt, this will have a tremendous influence on the TV industry. According to recent research by TDG, tablet TV and video viewing is estimated to rise to 58 billion hours per year by 2017!

Bill Niemeyer, TDG Senior Analyst and author of a new TDG report, states, “We estimate that 65% of US households will own tablets at the end of 2017 and the average number of tablets per household will more than double from current levels”… “This will create major new opportunities and challenges for content providers, TV networks, multichannel operators, and advertisers. These companies need to be actively exercising their tablet strategies now, not later.” (Source: http://tdgresearch.com)

And indeed, they do. In our own interaction with vendors, broadcasters, and other TV ecosystem players, we sense a growing interest in anything related to mobile and TV. It started when content providers defined their presence in the mobile space by launching their own applications. Just about every TV show, TV station, and content aggregator already have or are working to achieve a strong app store presence. And the focus is usually “on-demand” VOD content or a library of programs you can search through and watch.

Well, we feel there’s still something missing with this ecosystem. There’s something missing from the end-user’s perspective. For most TV viewers who are not techies, there’s still room for improvement. And why? Because as massive a variety there is out there and however comprehensive that content is, it usually lacks the basic characteristics of the ‘true’ TV experience: AGGREGATED, LIVE and LAID BACK!

Lining up the big, branded national broadcast channels as they are, all in one spot, just as we’re used to viewing them on our TVs is possible in some cases, but it’s certainly not the direction of most mobile apps, and it’s not at all easy for TV consumers:  

AGGREGATED – While there are aggregation apps out there, much of the high production value content from vertical content providers and content brands, just isn’t there, or it’s packaged in a vertical app. Content providers want to directly engage end-users by harnessing what the new value chain delivers. This means that it’s not always easy to find the channel you want and then switch channels when each one has its own app. If you normally zap between 5 channels during an average viewing session, imagine how user “unfriendly” this would be if you had to zap between 5 apps.

LIVE – Finding live, event-based content isn’t easy. Most of the popular, high-rated cultural and sporting events are just not on the apps to for real-time viewing. The reason is simple. The big money is still sitting on that legacy medium called broadcast TV. What we usually get when opening video apps on our Androids or iOS devices is a VOD library that we can choose from and watch on demand. Sure, it’s great – but it’s not the same thing…

LAID BACK – You know, it’s that physical but also emotional state of mind one gets into when watching TV – and you just can’t get that on most apps. Sure, they provide search and a huge variety of content and you can sort anything by genres. But that’s exactly the problem. Most apps are loaded with features that demand your attention and at the same time, take you out of that great mental state - laid back, thinking about nothing, just effortless enjoying watching TV.

Back at Siano, we’re at the final delivery stage of our new Meron device, getting it ready for global distribution.

Before Meron, we went to market with Carmel. So after 12 months of development and field testing and 6 months of active consumer use, we now have a pretty good idea of why Meron works. It’s a user-friendly, easy-to-use accessory that really delivers TV (as we know it) to the apps’ environment. Meron not only brings content to mobile devices as so many other apps do – it does so without forcing end-users to change their viewing habits. They get the same TV and free-to-air broadcasts and channels they know and love, with the packaging they want to (live) and in an aggregated, laid-back manner. So, yes, video is moving over to tablets at lightning speed, and Meron presents a really cool way to turn tablets… into TVs!