Interviews with Digital Media Thought Leaders

Yahoo Connected TV Widgets

Podcast Audio | Posted by Phil Leigh on July 21, 2009

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Patrick Barry, Vice President, Yahoo

If you would like to learn about Yahoo’s plans to bring Internet applications to the TV, this interview is for you.

Our guest today is Patrick Barry who is Vice President of Yahoo’s Connected TV initiative. Yahoo offers TV-set manufacturers a software platform enabling viewers to access Internet applications via a TV remote unit typically provided by the set maker. The on-screen interface is similar to the iPhone or iPod Touch experience. Readers may watch a Yahoo-prepared demonstration here.

Yahoo’s Connected TV could be an important innovation. In short, it is extending to the TV the icon-based approach for Internet applications that the iPhone and iPod Touch have popularized. Since there are over 40 million iPhones and iPod Touches in use, a sizeable body of consumers can relate intuitively to the Yahoo Connected TV interface.

To be sure, Yahoo does not merely duplicate Apple icons. However, the overall environment is similar and Yahoo also permits third parties to develop Widgets much like Apple permits third parties to develop applications for the iPhone. Yahoo is making good progress in getting leading TV set manufacturers to enable the platform within certain models that are being marketed this year. In sum, Yahoo Connected TV Widgets has promise, but not without important qualifications.

Aside from a number of “devils in the details” which can be worked-out over time, Yahoo Widgets face three major challenges.

First, when Internet access is available at the TV consumers will demand an easy-to-use search capability. For example, Yahoo has a Widget for YouTube, but it is nearly useless without the ability to search for desired videos among the gigantic number available. It may be difficult to use a simple four-button remote to type-out a search string even with an on-screen virtual keyboard. One way might be to use a predictive keyboard like the one familiar to iPhone subscribers. While the approach might be satisfactory, it remains to be seen if consumers would prefer it over an ordinary wireless keyboard & mouse for use in combination with a familiar browser.

Second, some websites may not want to permit Yahoo Widgets. A case in point is Hulu.com where TV shows from ABC, Fox, NBC, and others are commonly available for streaming over the Net. Earlier this year Hulu disabled software from Boxee that permitted icon-based navigation for computers that are attached to televisions. Put briefly, Hulu wanted to restrict its video streams to computers that typically have smaller screens than the TV.

Since consumers can avoid both problems noted above merely by connecting a laptop computer to a flat panel TV, they may prefer that manufactures ultimately offer browser-centric TVs instead Widget-enabled units. Such sets would provide consumers with (1) a familiar interface, (2) a user-friendly wireless keyboard, and (3) unlimited Internet access, even to websites that don’t provide Widgets.

Third, Apple may become a serious competitor. For example, there is no technical reason why the Apple TV fails to offer a similar platform. Given Apple’s success with the icon environment on the iPhone, it’s easy to foresee a similar approach working to make Apple products popular the living room. Widgets for Apple TV would enable older sets to use the platform whereas so far Yahoo Widgets only work with some sets made this year. Additionally, as speculated elsewhere, Apple may even consider making TV sets themselves. If so they would likely incorporate iTunes and a Widget platform.

In point of fact, it is curious that Apple has not yet expanded the concept. Presently it appears they are more interested in content sales and rentals via Apple TV. Perhaps they might also have concerns that a Widget platform would not be used by providers of popular content like Hulu. For example, Apple delayed the launch of the iTunes music store until it had content from all five major record labels. Similarly, they may not want to offer a Widget platform for Apple TV (or some future product) until major content providers like Hulu are “on board”.