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TV is back on the radar for broadband operators, but not in the way it used to be. It’s no longer about building massive headends or competing with streaming giants. Today, TV is being reconsidered as a strategic asset that helps reduce churn, increase subscriber engagement, and add value to broadband bundles.
During a recent session hosted by the Fiber Broadband Association with Enghouse Networks and Whitepaw Solutions, operators from across North America shared their honest concerns and ambitions around delivering TV. The discussion revealed a sector in transition. Providers still believe in the value of TV, but they are navigating real challenges around complexity, rights, monetization, and infrastructure.
Legacy TV Is Still Slowing Progress
The most common challenge among operators was the ongoing burden of legacy systems. TV platforms built a decade or more ago are difficult to support. They are expensive to operate, slow to update, and often incompatible with today’s IP-based delivery models.
Mick McCluskey, VP of Product Management at Enghouse Networks, described it clearly. “Legacy platforms create an ops drag. They are costly, inflexible, and not built for automation.”
For operators looking to modernize without disruption, a phased migration model is proving effective. Many are freezing new installs on legacy systems and gradually moving subscribers to cloud-based platforms. It’s not a rip-and-replace. It’s a controlled transition that keeps customer experience intact while reducing long-term cost.
Content Rights Are a Known Headache
When participants were asked what concerns them most, one topic came up across the board: content rights.
National and local rights are managed separately, and blackout enforcement is complex. The variability across regions and platforms slows down rollout and increases administrative pressure.
As Emily Call, Executive Director of Whitepaw Solutions, pointed out during the session, “Rights management isn’t just about getting the channels. It’s about managing blackout windows, device restrictions, and packaging rules. And doing that at scale can overwhelm a small ops team.”
Operators are looking for ways to simplify this process. Most want centralized tools that can handle content compliance while still enabling the kind of regional customization that keeps local customers loyal.
Monetization Is Lagging Behind Delivery
The conversation also revealed a surprising gap in ad monetization. While many operators already deliver linear TV, few are inserting ads dynamically. Some rely on traditional QAM ad scheduling. Others aren’t inserting ads at all.
That’s a missed opportunity.
Enghouse presented a progressive model designed to help operators protect their current revenue while building toward more advanced monetization. This includes mirroring QAM ad workflows in IP, introducing hybrid models that blend scheduled and dynamic ads, and eventually transitioning to fully dynamic ad insertion.
This approach gives operators flexibility. It also supports monetization without requiring a full platform overhaul. As operators consider how to fund content licensing or improve margins, modernizing ad workflows is an easy win.
TV Launch Isn’t Just About Cost
Several session attendees were ISPs that had not yet launched a TV service. Their hesitation wasn’t due to lack of value. It came from a lack of internal bandwidth.
Many of these providers have strong broadband teams, but limited in-house video experience. They’re concerned about integration, device coverage, rights management, and the resources needed to support a 24/7 TV service.
That’s where hosted solutions are proving useful. The Whitepaw and Enghouse joint platform allows operators to launch quickly using a managed service model. It supports app and set-top delivery, integrates with OSS/BSS systems, and eliminates the need to build or staff new infrastructure.
TV becomes a scalable service, not a standalone operation.
Operators Want to Evolve
The session made one thing clear. Operators see the value in TV. What they need are better tools and smarter delivery models to make it viable.
That includes:
- Phased transitions off legacy platforms
- Simplified content rights workflows
- Monetization models that grow revenue from day one
- Hosted solutions that eliminate the complexity of launching TV
TV isn’t a burden anymore. With the right approach, it becomes a differentiator.
Watch the Full Session
These insights were shared during the live session, Win Broadband Subscribers with the Right TV Experience, hosted by the Fiber Broadband Association in partnership with Enghouse Networks and Whitepaw Solutions.
