Better TV Experience 比賽結束

What can a TV do for you, beyond what it does today?

開始 2016年7月20日 結束 2016年8月07日 23:59 UTC 審議 結果 2016年9月
2016年8月07日 23:59 UTC


Over the years, technology has changed people’s lives. We live in a world with many screens for different uses: laptops for working, tablets for reading and web browsing, smartphones for playing games and keeping in touch… In essence, TV has to contend with a lot of other devices for a share of consumers’ time and spending.

A leading global TV manufacturing brand is exploring what a future TV experience could and should be. Together, we want to drive a next generation experience by investigating what features, products or services could be added to TVs to make them indispensable and irresistible. Winning submissions will be tested in focus groups and, if successful, will be rolled out globally in the TV manufacturer’s lineup.


Make TVs indispensable and irresistible by creating a better TV experience.

Think about the following: Where can a TV fit in your world, which already has so many screens? What can a TV do for you that no phone or other device can ever do? What are new ways for a TV to bring more value to your life? How would you improve how you interact with it, make it more interesting and more valuable than today? What are your frustrations when you use TVs? Are there other areas beyond the family room where a TV/display could be doing more than delivering entertainment content?

We’d like you to think about new ideas that will make TVs so indispensable and irresistible, primarily for adults 18+ (but could be for kids), that people will consider buying a new TV set or purchasing additional services for their TVs.

When referring to TVs, we are thinking of the entire “TV ecosystem”. Therefore, we are looking for ideas that add value to one (or a combination) of the components below:

  • TV hardware: the actual device form factor and capability (e.g., should it be foldable to miniaturise its size but expand the screen it projects, etc.?)
  • Hardware peripherals: enable new TV experiences (e.g., remote controls, motion and speech recognition that allow you to do something you cannot do today)
  • Hardware services: services that facilitate your experience or assist in TV ownership (e.g. TV rentals, TV financing, TV installation and repair)
  • Software services: Services linked to a TV’s usage (e.g. new use cases like Smart Home controls, cloud storage, third party app platforms)
  • Content delivery: What is actually delivered by the TV (e.g., Apps on SMART TVs to access premium content on demand (e.g., Netflix, Hulu))
  • Partnership opportunities: How the TV manufacturer collaborates with partners in the ecosystem to deliver more compelling experiences (e.g., content partners: broadcasters, cable providers, and Over-The-Top providers, or distribution partners such as retailers) 

Please use visuals and text when explaining your idea and answer the following questions on a separate page:

  1. What is your idea about? What inspired it (a fact, use behaviour inside or outside the home, etc.)?
  2. To whom is it compelling and why?
  3. What needs does it satisfy or what frustrations does it solve?
  4. How does it work? What specific changes would you make to the TV’s hardware / software / services / partner collaborations? What areas of the “TV ecosystem” do you foresee this impacting and in what ways?

It can be just about the TV, new uses for TV-like screens in the home, or connecting the TV to other devices/platforms. How can they be complementary to each other and provide a better TV experience?

Remember: we are trying to improve TVs, NOT replace them with other devices. You can enhance the experience with the help of other devices but the TV should be the central idea. (You can check if you are on track by asking yourself if the idea can or will lead to the purchase of a new TV or a TV service)



  • A potential idea could be for a TV-based assistant that follows the user from screen to screen providing interactive services beyond entertainment content curation (e.g., an AI assistant that is a virtual interactive teacher to kids or a doctor to the elderly)
  • Another idea could be to change the form factor of the TV to a pocket sized projector that can project a large smart display on any surface, which can be used for things like monitoring smart home devices, playing games with kids, or making video calls

There are 3 areas we are not interested in:

  • Improving the current technical specifications of the TV set (e.g. higher resolution, better sound, support for 3D)
  • Virtual reality, other standalone traditional TV complements (e.g. Surround sound audio systems), and features that already exist in a TV (e.g. you can use voice features in your submission to assist your idea but talking to your TV shouldn’t be your idea)
  • Developing new content for users to consume via a TV (You can use TV content to illustrate your idea, but the content itself shouldn’t be your idea)



  • #1 獎金 € 4,000
  • #2 獎金 € 2,000
  • #3 獎金 € 2,000
  • #4 獎金 € 1,000
  • #5 獎金 € 1,000


Visual + texts and answers to the 4 questions (3-page PDF max)


The winning ideas, first and foremost, need to be truly unique and innovative. Additional criteria will then focus on the size of the opportunity (target market and revenue potential) as well as the practicality of implementing the ideas. Although some of these criteria are at odds with one another, you should primarily focus on uniqueness, and let us decipher the commercial feasibility.



  • Entries should be in English
  • Please answer the four questions above on a separate page
  • We are looking for ideas targeting U.S. consumers so your idea needs to either be for the U.S. market or a global idea that is still very compelling to U.S. consumers. Your idea should appeal primarily to adults (18+)
  • The brief is about improving the value proposition of TVs, NOT replacing them with other devices. Submissions can adjust the hardware or services of the TV as well as enhance the TV experience with the help of other devices, but the TV should be the central idea
  • We are not looking to improve current technical specifications (higher resolution, etc.)
  • Please avoid ideas for virtual reality or other traditional TV complements like surround sound audio systems – unless you think it is something truly unique and innovative and not yet present on the market
  • Please avoid ideas for content, such as TV shows, movies or video games
  • We are looking for new ideas, so please check TV manufacturers’ websites prior to submitting your concept.
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