From the editor: Smart TV's disconnect

Colin Grimshaw
Warc

Last autumn I was invited to a demonstration of the wonders of Connected TV, showcasing the opportunities for advertisers from this long-heralded merger of the humble TV set and the computer.

I left unimpressed. The technology of these new 'Smart TV' sets is clunky. Their home screens may resemble an iPhone with myriad apps that enable you to flit between broadcast, VoD, web and social media, but they lack the smartphone's touchscreen ease of use. Navigation is via the TV remote control.

And although I was once addicted to surfing teletext during boring TV moments (or the ads), I am now less convinced as to the appeal of multi-tasking on a single screen. For one thing, such multi-tasking is personal behaviour and can only really work where the screen is being viewed by a solitary person. It would be unacceptably irritating when the screen is being watched by a group – and the cost and screen size of Smart TVs means that they are most likely to be the main household TV set, positioned for family viewing in the living room.