Adobe, whose Primetime powers the authentication back-end that enables TV Everywhere, recognizes the problem.

That’s why Adobe Primetime business development director Jim Bennette says one of his “bet bets” for the next 24 months is: “Increasing TV Everywhere adoption in North America.”

“We’re only at, like, 13% of the households that have the ability to a chess content via TV Everywhere authentication,” he concedes. “We have multiple strategies to solve that problem:

• “A lot of it is awareness. Consumers don’t even know they have rights to see content on their mobile phone via their cable subscription.”
• “How do I get access to that content? Where do I log in?”
• “Most people don’t know what the password and login is.”

“Solving those three problems are the key objectives that we’re executing on.” Bennette says part of the work will be helping TV companies deliver media campaigns to drive up consumer awareness.”

Hear Bennette discuss the rest of his priorities for the next two years in this video panel interview.

This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.

The panel was moderated by Xaxis SVP Christine Beaumier.

You can find more videos from the Beet Retreat on this page. 

In this video interview with Beet.TV, Adobe Primetime business development director Jim Bennette says the team has three priorities for 2016:

1. “Accelerating TV Everywhere adoption. Today, we’re at 13% adoption of those that have access. Solving things like the single sign-on problem, making better awareness and putting TV Everywhere in places consumers already are.”
2. “Enabling the direct-to-consumer experience. Time Warner and Comcast announced a direct-to-consumer play, CBS All Access. Direct-to-consumer is coming. Our role is to make it as simple as possible for our customers to engage in a direct-to-consumer experience.”
3. “Creating true audience-based advertising opportunities … as opposed to content-based advertising. Given the data that we have … we can really drive an audience-based advertising experience. You’ll see some key announcements that create this opportunity.”

This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.  You can find more videos from the Beet Retreat on this page.