TV-TWO is a television platform, a sharp contrast with traditional TV. Nowadays users have to pay a monthly fee for watching interesting channels. Current TV system regulates what to watch, how much to pay for advertising. Independent content providers are unable to access on TV. Advertisers pay too much for ads and can't aim ads at their target audience. TV-TWO will provide users with direct access to content of interest to them. Independent content providers will be able to promote their products. Advertisers will be able to send their advertising directly to consumers. It would seem everyone will win. But the founders of the project missed an important point: users are now watching on the Internet for free or almost free everything they like. Product obviously lacks novelty and its usefulness is in doubt.
The platform enables users to set up a personal video stream without monthly subscription fee.
Advertisers send advertising messages to selected target audience. Users receive a reward for viewing advertising messages. Small content producers have more opportunities to sell content. Users pay with tokens for premium content.
The number of tokens is limited, each new user, as the founders of the project suggest, increases the value of tokens. Tokens are applicable only within the framework of the platform.
The greatest interest in tokens, apparently, should be shown by advertisers. The platform is likely to earn getting fee for users transactions.
Marketing strategy is not described in detail. We can see from the White Paper that only 14% of funds from token sale will be spent on marketing. This is too little considering highly competitive market environment and the decreasing market trend.
There are 20 people listed in the White Paper, without detailed description of their experience and background. The core team consists of 4 people, the other members have status of advisers. The team has experience in product development, sales, finance. Clearly there is a lack of experience in marketing.
The project team believes that TV-TWO has chances to capture a segment of TV market, despite radical decrease of volumes of this market after the emergence of the Internet. The founders of the project claim that TV will be the focus of attention of many families for many years to come. It's only wishful thinking on their part. Users watch interesting video on a variety of Internet channels, for example, well-known YouTube. Users may complain about small screens of smartphones, low battery, etc. But now it becomes less usual to sit at home watching TV. TV market is clearly in a downtrend. Therefore, even a great product will not have prospects and success.
The team has no understanding for whom they create the product. TVs are now mostly watched by older and middle-aged audience, young people watch video content mainly on mobile devices (smartphones, tablets, laptops). Older and middle generations are unlikely to appreciate the ideas of the project, they continue to watch TV in usual way.
The creators of the project see its advantage in better approach to video assessment. YouTube evaluates the quality of content by number of clicks, so content creators use shocking and deceptive headlines. TV-TWO will rate video basing on the length of time it is viewed, since this criterion is more related to the quality of video. For advertisers and content creators the main advantage is the ability to choose the target audience. But these advantages are not enough for serious competition with now existing market players.
The current Television Ecosystem is broken. TV networks around the world are abusing their market power as gatekeepers to increase prices for advertisers, lower payouts to content creators and drive up subscription costs for consumers. They actively hinder innovation in content delivery and advertising technology in order to sustain their oligopolistic position and benefits. Many consumers are rightfully frustrated with the state of broadcast television. They enjoy the lean-back nature of a fixed program schedule, but would like to see more premium content personalized to their viewing patterns and interests. At the same time, tech giants like Google, Facebook, Amazon and Netflix are looking to build their walled garden around the television ecosystem, eager to acquire more power through data and access to consumers. TV-TWO offers the community a solution in form of an Open Platform for those who are curious about cutting the cord. This includes:
First, an application for Connected TVs that blends traditional television with a personalized video stream offering premium content at no subscription costs. The video stream can always be opened with just one click of a button. Second, the Token for Television (TTV), an ERC20 token that administers the exchanged value between consumers, content providers and advertisers. We propose a new ecosystem, where the trustless nature of the Ethereum blockchain makes it possible for market participants to interact directly without having to rely on middlemen. Consumers get to watch curated videos while receiving TTV for choosing to see sponsored messages from advertisers. Content creators are rewarded by users with TTV for their quality productions. The Token for Television will be offered to the community in a crowdsale. We will employ the new and improved standard of the Interactive Coin Offering as proposed by Jason Teutsch and Vitalik Buterin in order to guarantee a fairer and more transparent assignment process. The TTV crowdsale is especially relevant for advertisers that are looking for sponsored reach on the Big Screen. At the same time, investors can profit from the Network Utility Expansion Mechanism inherent to our model. Since no additional coins will be issued after the Interactive Coin Offering and each token has the reserved right to show ads to a fixed portion of the TV-TWO user base, each consumer that comes to the platform boosts the value of the token.