Monday, September 28, 2015

The end of rented set-top boxes?

As the number of customers using subscription based services over traditional set-top box shift, so does the importance of digital marketing. The FCC (along with the major subscription providers Netflix, Hulu, Amazon) may be pushing for a "new, national consumer-friendly standard that will allow consumers to choose their own video box".

Today a consumer cannot purchase their own box without renting it from a major cable TV provider, an arguably archaic practice. If the FCC passes the new regulations consumers could essentially pick & choose both subscription services and pay-TV services -- further customizing the TV experience to the consumer. This could have large implications for the digital advertising field, as a hybrid cable-top box may allow for more demographic-specific customization of marketing messages for traditional pay-TV.


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