Analysis on Smart TV Services and Future Strategies TV industry has tried to realize a long-cherished dream of making TVs more than just display devices. Such efforts were demonstrated with the internet TVs in 1997, the interactive TVs in 1998, the IPTVs in 2009, and the smart TVs in 2011, but all without commercial success. In this paper, we identify the essential characteristics of TVs of the future, based on our user experience research. In order for smart TVs UX to be successful, they need to provide a meaningful value chain to the entire industry. It should be transformed from fixed concepts of an existing form-factor of TV, and it should also focus on satisfying users desire that are not currently exploited. We conclude that social TV services powered by media companies will shape the future of TVs. Keywords: Smart TV, Interactive TV, TV UX, TV Service Innovation, Social TV, TV Check-in I
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