CTAM Tackles TVE

We reported in March that CTAM was working on industry standards related to TVE, including a potential new name that could be used to nationally brand all various network and operator TVE apps. Well, it turns out the good ole "TV Everywhere" moniker ain’t so bad after all. So we’re sticking with it. Reasons: "Consumers revealed a strong affinity with the term, associating it with convenience and control of viewing, at home and on-the-go," CTAM said in a release Mon. In addition, CTAM members felt the name could "live comfortably over existing names in the marketplace, such as the ‘Go’ and ‘Watch’ brands," the group said. Meanwhile, CTAM’s rolling out tactics to increase consumer awareness and usage of TVE, including a series of user experience best practice recommendations, an official category moniker and a plan for benchmarking members’ progress toward a year-end goal (for 75% of member companies to support national communications and marketing of TVE). The 1st phase of recommendations released this month focus on decreasing friction in the customer sign-in process. CTAM hopes to have 75% of its members adopt Phase 1 recommendations by year-end. Phase 2 of the sign-in recommendations focused on customer verification and support are in development. Collaborating with Adobe Primetime, CTAM expects to offer aggregated and anonymized user data, including total views and frequency of use. It has also started an initiative to offer bi-annual tracking of reported consumer awareness and usage.