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The television market is entering a new phase of conflict. The largest broadcasters in Europe are calling on the European Union to introduce stricter regulations for Smart TVs and technology platforms. It is about who really controls what we watch.
Smart TV as the new "gatekeepers of access"
Organisations representing broadcasters claim that it is no longer TV stations or streaming platforms that dominate the market. Increasing control is being held by operating systems in televisions and set-top boxes. It is these systems that determine which applications we see, what is promoted, and how easily certain content can be found. Therefore, the industry wants these platforms to be recognised as so-called gatekeepers and covered by the Digital Markets Act regulations.
Data shows a clear trend. Systems like Google TV, Amazon Fire TV, or Samsung Tizen are systematically increasing their market share. In practice, this means that a few technology companies are starting to control access to viewers on a continental scale. This is a significant change from the past, when the market was more fragmented and reliant on local operators.
Regulations to also cover AI assistants
Interestingly, the proposals do not stop at televisions. Broadcasters want the regulations to also cover voice assistants such as Alexa, Siri, or Google solutions. The reason is simple: they are increasingly responsible for content discovery and can influence what the user sees first.
Traditional television is beginning to openly fight against Big Tech. The stake is control over content distribution and access to the viewer. If the EU decides on regulations, it could significantly change the way Smart TVs operate and the entire media market.
Source: flatpanelshd.com
