iWorld
44% adults used Internet TV via STBS in the last 12 months: Ofcom
MUMBAI: Close to 44 per cent (over four in ten) adults in the UK had used an internet connected TV – most via set-top boxes such as TiVo or Sky – in the last 12 months. Some 34 per cent had watched catch-up TV services via connected TVs or set-top boxes.
Moreover, Ofcom’s research into UK audience attitudes to content on TV and radio showed that households surveyed owned two TV sets on average.
This research covered what people find offensive on TV and radio, their awareness of and attitudes towards regulation and their understanding of advertising and product placement.
The report also includes research on consumers’ access to and views on internet ‘connected devices’, which are used to watch services like the BBC iPlayer, 4oD, ITV Player, YouTube and Netflix.
The research further found that nearly half (49 per cent) of adult TV viewers felt the quality of TV programmes had stayed the same in the past year, three in ten (30 per cent) felt they had got worse, and around 16 per cent said TV had improved.
Among those who thought programmes had got worse, the top reasons were repeats (57 per cent), a lack of variety (43 per cent), a general lack of quality (32 per cent) and too many reality shows (30 per cent). Among those who said programmes had improved, the top reasons were a wider range of shows (50 per cent), improved quality (48 per cent), more entertaining shows (37 per cent) and better dramas (33 per cent).
Offensive material on TV
Close to 79 per cent people had not been offended by anything on TV in the past year. However, one in five had found something offensive, rising to a third (33 per cent) for people aged 65 and over. Those aged between 16 and 24 were least likely to be offended (nine per cent compared with 33 per cent of over 65s).
Of those who had been offended, bad language (44 per cent), violence (41 per cent) and sexual content (41 per cent) were the top concerns. Adults below 45 years old were more likely to say they had been offended by some type of discrimination (29 per cent compared with 19 per cent of over-45s).
On average, about half of all people thought current levels of sex (57 per cent), violence (47 per cent) and swearing (52 per cent) on TV were acceptable. Four in ten felt there was too much violence (43 per cent) and swearing (40 per cent), while nearly three in ten (28 per cent) said there was too much sex.
Attitudes differed by age: younger adults were more likely to feel there is an acceptable amount of violence, swearing and sex, while older adults tended to feel there is too much.
High awareness of regulation
The vast majority of adult TV viewers (90 per cent) knew about the 9 pm watershed, with over half (57 per cent) saying about 9 pm was the right time while around a quarter (27 per cent) said the watershed should be later.
The report found a clear understanding about what broadcast content is regulated, with over eight in ten (82 per cent) adults aware that TV is regulated. Most adults felt the current levels of TV and radio regulation were about right (61 per cent), or did not have an opinion (18 per cent for TV and 33 per cent for radio).
The research showed that 14 per cent of adult TV viewers could identify the ‘P’ symbol, which is designed to let viewers know the channel, or the programme-maker, has been paid to include products in that programme.
Protecting viewers
Ofcom has a duty to protect viewers from harmful and offensive material on TV and radio, as well as ‘TV like’ content on internet connected devices. When broadcasters break the rules, Ofcom takes robust enforcement action and has issued guidance to broadcasters on how they should enforce the watershed.
The majority of viewing today is live on the TV and many of the programmes delivered over the internet to connected devices in the UK were first aired on TV; because of this, they are subject to Ofcom’s rules.
However, people now watch programmes in a variety of ways, and on different devices, which poses challenges for parents and regulators. Hence, Ofcom is working with government, other regulators and industry to bring about a common framework for media standards.
iWorld
Talk to your telly: JioHotstar’s new AI voice feature reads your mood to suggest shows
The streaming giant ditches the scroll for a “conversational” AI that understands moods, cricket and Hinglish
MUMBAI: The era of the endless scroll may finally be over. JioHotstar has officially flicked the switch on its “Conversational Voice Discovery” (CVD) feature, a high-tech overhaul designed to turn the hunt for a Friday night film into a natural chat. Developed in a landmark partnership with OpenAI, the tool moves beyond clunky keyword searches, allowing users to find content by describing their mood, context or even the most bizarre viewing scenarios.
The feature is vision of Uday Shankar, vice chairman of JioStar, whose goal is to eliminate “content overload” by replacing the tedious, traditional scroll with natural dialogue. By leveraging ChatGPT’s ability to grasp context and cultural nuance, the new mobile interface allows users to bypass menus entirely, turning search into a seamless conversation.
The launch, which rolled out across India this month, sees a ChatGPT-powered interface integrated directly into the heart of the app. Instead of typing “action movie” into a sterile search bar, viewers can now speak to their devices as if they were asking a well-read friend for a tip. For now, the feature is exclusive to the mobile app, with a rollout for Connected TV (CTV) expected in later phases.
Beyond the keyword
The CVD feature is built on what JioStar calls “Multilingual Cognitive Search.” It is designed to interpret nuance rather than just matching text. If you tell the app, “I’ve had a long day, give me something mindless and funny,” it won’t just look for those words in a title; it will sift through 300,000 hours of library content to find a light-hearted sitcom or a stand-up special that fits the vibe.
The tech is natively multilingual, catering to India’s diverse linguistic landscape. Users can switch effortlessly between languages—asking for “Koi light-hearted comedy dikhao” (show me some light-hearted comedy) or requesting a “Thriller hai but zyada dark nahi chahiye” (a thriller that isn’t too dark).
Real-time curiosity and live sports
Perhaps the most ambitious aspect of the rollout is its integration with live sports. During a high-stakes cricket match, the AI acts as a digital companion. Fans can ask, “Who is the top scorer right now?” or “Show me that last wicket again,” and the system will pull the relevant data or clips instantly. It even attempts to explain the “why” behind the crowd’s energy, responding to prompts like, “Why is everyone reacting like that?” by contextualizing on-field events.
A shift in streaming strategy
The move is part of a broader reimagining of the entertainment experience following the massive merger between JioCinema and Disney+ Hotstar. Uday Shankar noted that the goal is to make premium entertainment “truly accessible” by embedding AI at the core of the user journey. By anticipating culture and context, the platform hopes to kill off “decision fatigue.”
For OpenAI, the partnership represents a major play in the Indian market. Fidji Simo, the head of applications at OpenAI, said the goal was to turn a “one-way” passive consumption experience into a “deeply personal conversation.”
As the feature goes live for millions of subscribers, the message from Bombay House is clear: the remote control is becoming obsolete. Whether you’re looking for a show that “feels like a rainy Sunday afternoon” or a crime series with a “strong female lead but not too violent,” all you have to do is ask.
