Using analytics to gain a deeper understanding of how France Télévisions’ audiences use smart TV.
The leading French broadcasting group, France Télévisions is made up of 5 national channels as well as an overseas network. Placing digital media at the core of its strategy, notably through smart TV, the Internet, mobile, and social networks, the group’s aim was to optimise its digital content by analysing web and mobile users’ behaviours across its digital ecosystem.
AT Internet is essential in helping us evolve our interactive services towards an offer that is completely adapted to smart TV in terms of content, design and usability.
Market research manager, France Télévisions
France Télévisions’ aim was to deploy its smart TV services as widely as possible by targeting the maximum number of users on its existing platforms – to optimise usability, maximise usage and renew the offer of interactive services.
This involved testing online user behaviour across the different platforms and services related to smart TV – including traffic coming from Digital Terrestrial TV (DTT), Internet TV boxes, game consoles and “second screen” apps.
AT Internet has enabled France Télévsions to effectively test how audiences use their different platforms by measuring viewer interactions and the customer journey. By exploiting viewer behaviour analysis, France Télévisions can enhance and further develop their applications to improve usability, make them easier to use and understand, and identify UX-friendly formats and designs that are the most suited to smart TV.