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Understand, Explain and Change TV. A threefold mission to shape the future of TV.


A combination of demographic, consumer behaviour and technology trends is dramatically remodelling the TV industry landscape. It’s undeniable that the digital transformation has already begun and it has been driven by a change in consumer expectations who demand instant access to content, anytime, anywhere. 

The coexistence of the old (linear TV) and new (VoD, streaming) paradigms have ignited the emergence of new technologies and business actors. As a result, there is an overwhelming collection of available content which increases the offer of platforms and streaming services every day.

To address these challenges, Optiva Media R&I has adopted a threefold mission: Understand TV, Explain TV, Change TV. The nature of this mission plays a decisive role in Optiva Media’s development, helping to build key digital skills while strengthening its role in the market. 

Below, we list some of the key points that inspire Optiva Media R&I in its research activities towards a data-centric TV:

The second revolution of the TV industry

Connectivity, on-demand consumption and multiscreen scenarios have transformed the TV business from unidirectional broadcast to a highly personalized ecosystem. Current TV services have transitioned to a world of big data, AI, and cheap computing.

Super aggregators of TV content

Tier 1 pay-TV operators and SVODs are set to join forces to super-serve the consumer with super-massive libraries of streaming content and linear channels in a consolidated TV experience.

Automatic content recommendation

Automatic generation of descriptive content labels (tags) from NLP analysis of metadata to assist in smart content curation and recommendation. 

Highly diverse screens

In terms of size alone, they range from smartwatches to huge flatscreen TVs. AR/VR glasses, folding screens, 3D holograms, and direct projections. The digital world and the physical world are now being combined into a merged reality.

LiFi for data transmission

Optiva Media is working on the MediaLiFi project researching the viability of LiFi technology to deliver high-speed communication, more specifically, multimedia content. LiFi is a Visible light communication that works by switching the Led off and on at very high speed, it can’t be noticed by the human eye.

*The MediaLiFi project has received funds from CDTI, co-funded by FEDER.

For the new Horizon Europe we have many ideas and ongoing projects: Find out more about our work and interests in this downloadable pdf

  • HORIZON-CL4-2021-HUMAN-01-24: Tackling gender, race and other biases in AI  
  • HORIZON-CL4-2021-HUMAN-01-27: AI to fight disinformation 
  • HORIZON-CL4-2021-HUMAN-01-06: Innovation for Media, including eXtended Reality 
  • HORIZON-CL4-2021-HUMAN-01-15: eXtended Reality Learning – Engage and Interact  
  • HORIZON-CL2-DEMOCRACY-2022-01-05: Media for democracy – democratic media. 

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