It's a TV app world, and we're just living in it.
After partnering with Arris Group Inc. (Nasdaq: ARRS) in January to support the Moxi platform, AppCarousel Inc. is now ready to add Arris's DreamGallery product to its integration list. Terry Hughes, senior vice president of AppCarousel, told Light Reading that his company is working with Arris to bring its white-label app store to the DreamGallery program guide.
Arris is distinguishing between its two guide products by categorizing Moxi as a hosted portal solution and DreamGallery as a presentation framework. AppCarousel's role with both guides is to act as an app aggregator, sourcing content, testing it, and distributing apps across multiple video devices.
TV app environments are still nascent, but they have the potential to open up new opportunities for long-tail content and targeted advertising. At last week's SCTE Cable-Tec Expo in Atlanta, Hughes outlined the possibility of delivering local television content in app format, along with niche sports packages and branded promotional apps. Hughes described the TV app world as "much more curated than mobile" and suggested that there could be some interesting developments on the monetization front as the market matures.
Cable operators, meanwhile, have begun to show signs that they're open to app experimentation. In addition to developing their own apps for devices like the Xbox and Roku, several reports indicate that pay-TV operators, including Comcast Corp. (Nasdaq: CMCSA, CMCSK) and Suddenlink Communications , are considering bringing Netflix Inc. (Nasdaq: NFLX) into the cable fold as an optional television app. (See Netflix-MSO Deal in the Works?)
As for Arris, the company has not publicly listed all of its Moxi and DreamGallery customers. However, Buckeye CableSystem , BendBroadband , Shaw Communications Inc. , Suddenlink, and WideOpenWest Holdings LLC (WOW) are all known to have deployed Arris' Moxi video gateways. Shaw also launched DreamGallery in 2012. (See Arris IP Video Gateways Break In at Suddenlink and Shaw Picks Moto's Cloud UI.)
Update: AppCarousel's Terry Hughes now says that there are no plans to integrate with DreamGallery. "We have never had a conversation with Arris regarding DreamGallery, our agreement is limited to Moxi / Whole Home Solution, and I didn't state in our interview that we were integrating with DreamGallery," Hughes said.
Light Reading, however, stands by its original recounting of the interview.
— Mari Silbey, special to Light Reading Cable