DNA TV brings together the best of TV and streaming services

The twin goals of DNA TV's renewal were to increase customer satisfaction and to improve DNA's competitiveness in the market. The objectives of DNA's strategy were well met: DNA TV's customer satisfaction increased and it has also had a positive effect on the customer base. Compared to what was forecast, the renewal resulted in significantly fewer customer contacts and the change also did not result in customer withdrawal. According to the feedback, the customers' transition from the previous version of DNA TV to the new DNA TV service was very smooth.

The sales growth of the renewed DNA TV has been in line with the business objectives. In terms of business, sales of the DNA TV service and growth in the portfolio have been met in line with targets. The new service will improve DNA's competitiveness in the market, thanks to the new, more versatile features. In addition, the use of open ecosystems, such as the Android TV operating system with DNA TV Hubi, gives customers access to a wide range of services. The selected technical solutions will also guarantee rapid and continuous product development in the future.

Today, only a few of us are content with what the traditional television channels have to offer. As consumers, we know what to demand from entertainment services as, for example, the supply of streaming services has grown enormously in just the last couple of years. Alongside these, however, there is still a need for live programmes such as sports and news and current affairs programmes.

According to user surveys commissioned by DNA, people's viewing habits are also changing. The wide range of streaming services that have emerged alongside linear television have changed the way people consume television series and movies. People are increasingly watching programmes when it suits them best, instead of sitting in front of the TV at a certain time. 

Streaming services give people the freedom to choose when and where they enjoy entertainment. However, we are not moving into a purely mobile world: in many households in 2020 television was still identified as the most important device for entertainment.

In addition, entertainment is also consumed outside the home. Other screen sizes have rapidly grown in popularity with the mobile lifestyle. For example, when travelling to the summer cottage, time flies when watching a show on a mobile device in the back seat of the car.

There are also shortcomings in streaming services. Their ever-growing number and the complex distribution agreements of production companies are spreading content across different services, making it quite difficult to find something to watch. 

The main idea of DNA TV has been to offer the user one place where they can find all the entertainment they want: both at home on the big screen and on the go on the screen of a mobile device. In addition to a comprehensive basic service, the user can combine the desired channel packages as well as streaming services directly within the application, creating the best, cost-effective package for themselves.

In addition to linear TV broadcasts and streaming content, the user has access to thousands of both free and paid entertainment apps through the DNA TV Hubi, from sports apps to fun games for the whole family. The pleasant user experience of the ever-expanding and evolving DNA TV makes it a real home entertainment hub.

The technical implementation of the system behind the old DNA TV required an update. At the same time, the aim was to improve the user experience of the service with a broader facelift, as the customer experience is a significant success factor for DNA. The renewal had to strike a balance in serving two, quite different user communities. DNA wanted to provide a reliable and easy-to-use service for users who prefer traditional television and want to record their favourite shows. At the same time, DNA saw a lot of potential in those users that are always looking for something new to watch. There was a need to better highlight the extensive content of the service.

The renewal was driven by the need for a comprehensive upgrade of the technical platform, as the aim was to move from the back-end solutions in use to one system that runs the entire service. With consumer-facing solutions, it’s important to have a fast delivery capability, to learn from feedback and to continuously improve the product. DNA achieved this by deploying fast-moving and iterative components of the solution on the AWS Cloud. Key integrations are also implemented on AWS using serverless technologies, enabling DNA to move fast and stay ahead of the competition by adding partner service offerings to the product. At the same time, DNA TV's iOS, Android and web applications and DNA TV Hubi's back-end system were completely overhauled. An open Android TV operating system was selected for the DNA TV Hub.

Technical innovation and customer-oriented design created a seamless omnichannel solution. Mobile, browser and DNA TV Hubi platforms provide the user with the same, consistent user experience and features. Real-time updated content allows the customers to switch devices smoothly so they can effortlessly continue watching the programme from where they left off.

The entire renewal has been designed and implemented through cooperation between different suppliers in accordance with agile operating models. In addition to Nitor, Solita, Hibox, the supplier of the back-end system, and DNA, which has acted as both a customer and been involved in both design and implementation, have been involved in the process.

The starting point of the renewal was diversifying the service, which had previously been largely based on programme recordings made by users. The aim was to provide users with better visibility into the ever-expanding content of the service, to highlight popular programmes and to offer the opportunity to find new content effortlessly. At the same time, unlimited recording capacity was made available to all users.

Those who have used streaming services understand the challenge of making a choice from a huge selection. In planning the renewal of DNA TV, the aim was to prioritise the discoverability and categorisation of content. This was done by building a clear division of programmes and films into categories and the different genre classifications within them. Now, fans of action movies or reality series can easily find content that interests them.

In addition to user-saved content, categories also make it easy to keep track of upcoming shows and programmes. A new type of programme was also added, automatic recordings, which are used on some of the channels. With the Watch Afterwards function, the user does not have to save the programmes manually but finds them saved in their service for a certain period of time.

In conjunction with the renewal, the front page of the service was also updated. Previously the front page included only live broadcasts, but now it provides quick access to the user's own recordings, the updated programme guide, search functions and Movie Rentals, where the latest blockbuster films are located, among other things.

Both free and paid streaming services were given an increasingly prominent role within the service. For example, you can browse YLE Areena's most popular programmes via DNA TV. Various streaming services and channel packages can also be easily purchased directly through the DNA TV user interface, making them immediately available to the user.

The visual look of DNA TV was updated as part of the renewal. The content is displayed with the help of programme images, making it easier to find your favourite series, and the user interface feels more vivid in all respects.

At the same time, the user interface has had to be built so that it can contain a variety of images and content, as each user view is based on their data. The content metadata provider was updated to make the images and programme information as clear and comprehensive as possible.

The dark colour scheme of DNA TV was updated with a harmonisation of the use of colours. The colours differ from the light visual look of DNA as the dark tones that are also used in movies strain the eyes less, even during long viewing sessions. The colour scheme of the user interface was optimised to suit its use on different kinds of televisions.