“BSkyB is preparing a major overhaul of its set-top box technology to address the threat to its subscription business from internet-based television services from American giants such as Amazon, Apple and Google.
A special unit has been set up within the company under the name “Project Ethan” to develop an entirely new system that will aim to make it easier for customers to access programmes on any device, The Sunday Telegraph can reveal.

For instance, Project Ethan is understood to include plans for television recorded using the Sky+ service to be stored in a central data centre rather than on set-top box hard disks. The recordings in “the cloud” will be accessible via smartphones and tablets, or on internet-connected televisions outside the living room.

For both recorded and on-demand video, the new software will make it possible for viewers pause on their main television and then pick up where they left off on another device, and vice-versa. Sources said BSkyB, which formerly referred to the investment as “Project 2016”, could roll out the system to millions of customers as soon as two years from now.

The multi-screen technology would also allow BSkyB to extend the reach and sophistication of its recently-launched targeted advertising service. In one possible scenario, retailers could target viewers in a given postcode on their sofa then follow up with a special offer delivered to their smartphone via the Sky app.”

The problem with all the difference services is that you could start watching a particular Season 1 with say Netflix, but then Amazon, Apple or Blinkbox buy the rights so for Season 2 you have to switch to a different provider and so on. It means you cannot have an organised library more and more with just one provider as different companies ruin that experience.

More at – http://www.telegraph.co.uk/finance/newsbysector/mediatechnologyandtelecoms/media/10789883/BSkyB-plans-major-overhaul-of-set-top-box-to-meet-Apple-threat.html