How direct-to-TV solutions can benefit today’s pay-TV and OTT service providers

NAGRA TVkey Cloud
Direct-to-TV solutions, such as TVkey Cloud, can be a new channel to market and reduce cost to serve for service providers. Read our blog to find out more and to register interest for our special event on September 30th!

by Tim Pearson, Sr. Director, Product Marketing, NAGRA

With increasing pressure on revenues, today’s video service providers are having to consider new channels to market and a reduction in cost to serve.  Consequently, service providers globally are continually looking at new and innovative ways to provide content and services that meet consumer demand through integrated viewing solutions that have convenience at the core.

One way of delivering this requirement is via direct-to-TV solutions such as TVkey Cloud which reduces the cost to serve and opens up new customer acquisition channels – critical for service providers seeking out new ways of delivering their proposition in an era of more and more OTT offers.  This means that consumers buying a new TV can, as they set-up their new purchase, take direct advantage of promotions offered by a payTV or content service provider as part of the commissioning process.  Then, when their TV completes set-up, the service provider’s brand is apparent on the design of key user-interface elements such as the guide, channel list and zapper bar.

TVkey Cloud is a solution jointly designed by NAGRA and Samsung and offers all the benefits of a set-top box, virtualized into a TV. It enables service providers to deliver a comprehensive pay-TV service to consumers including, live and on-demand services, a compelling user experience, available as an HbbTV operator app or a fast time-to market option and studio-approved, best-in-class security to protect premium content assets such as 4K Ultra HD, HDR, and early release content. For consumers, this means instant access to pay-TV services directly from their TV, using only the TV remote control. No set-top-box- required.

We'll be discussing the role of direct-to-TV solutions, such as TVkey Cloud, with industry leaders in the upcoming “Talking TVkey” panel. The panel features special guests, Pedro Bandeira, Deutsche Telekom; Miguel Rodrigues, Vodafone Group; Georges Agnes, HD PLUS; John Adam, Samsung, and Sebastian Kramer, NAGRA.

This special event will not only address the benefits of direct-to-TV solutions for pay-TV and OTT service providers and their viewers, but also how they fit into the operator’s overall consumer strategy. As part of the panel discussion, participants will discuss a variety of important topics, including:

  • Benefits and challenges of direct-to-TV solutions and whether they are a complement or an alternative to a set-top box;
  • Business benefits in quantified terms of when a direct-to-TV solutions are a viable option for a pay-TV business;
  • New market opportunities that a direct-to-TV solutions can realize and how they can deliver an ‘impulse purchase’ decision by consumers when commissioning a new Smart TV

Watch a preview video of the "Talking TVkey" special event here. The exclusive, invitation-only event for service providers and content owners is taking place on Wednesday, September 30 at 2:00 PM CET. For more information on the event and details on how to register, visit