HTML and CSS Reference
In-Depth Information
In fact, Samsung's smart TV apps are heavily HTML5- and CSS-driven for platform-agnostic web apps that can gain
specific device access through various APIs (
development ) . This is exciting news for developers because it provides another opportunity to get their content in
front of users, and companies such as Opera and Google are taking notice and offering tools to get you prepared for
this imminent shift. Check out Opera's TV emulator ( ) , which can assist in
your development process for CE-HTML and HTML5 content for the big screen and Google's guidelines for television
designing ( ) .
You can find more information about htML5 adoption for television at .
Set-Top Boxes
What about the “nonsmart” televisions that can't access the Web on their own? Great question. Those users won't be
left behind—trust me, those eyes are too valuable to advertisers and content owners!
In addition to buying television sets with browsers that support HTML5, consumers are also looking to many set-
top boxes (STBs) such as Logitech's Revue with Google TV to complement their existing television experiences. These
forms of TV/web capabilities are known in the industry as over-the-top (OTT), and many hardware manufacturers
are offering TV experiences through a network-connected set-top box with various applications that a user can install
to personalize the viewing experience. Some of the more popular devices at the time of this writing are Apple TV
( ), which comes with a variety of Apple-related applications including YouTube, Netflix,
Hulu, and Vimeo; and Roku ( ) , which offers similar experiences but a much wider variety of content.
There is even the Boxee ( ) and Slingbox ( ) that offer similar experiences, all
with their own contracts to provide users with featured content through partnerships with content providers such as , HBO, Amazon, Netflix, and WSJ Live.
What's really interesting about these STBs is that most of them allow for traditional ad serving of in-stream video
ads, as you learned in Chapter 7, using VAST. This means you can serve dynamic and addressable advertising content
to these devices through the IAB's standard video delivery specification. Equally interesting is that if the STBs allow
for a browser, there is no reason you can't use and leverage web standards to create even more engaging or interactive
experiences using a JavaScript-based VPAID API within the HTML5 video environment.
You can find more information on the Javascript vpaid api at .
Cable Platforms
Cable is another major piece of the television experience, and this is where it gets really interesting and just a bit
tricky. Cable has long been a protector of its content, forcing users to buy a package of channels when the user may
not necessarily watch all of them. This model has worked for years, and cable companies have been really comfortable
“managing” everyone's content through a single distribution model. However, times are rapidly changing, and users
are going to other platforms and screens for their content and getting it when they want it instead of operating on the
linear broadcast model of delivery. As cable becomes disrupted by this change, the huge corporations are fighting to
maintain exclusive rights to their content while also trying to accept the impending reality of the Web and its impact
on their traditional business models.
I think in the future users will be able to create their own channel package through a cable provider and pay only
for the content they view. If viewers want a channel, they pay or get it for free through the advertising model. This
approach is similar to the free, ad-driven applications you find in app stores. Think about it—currently you're paying
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