A day after Comcast (NASDAQ: CMCSA) announced an initiative to make TV Everywhere sign-in procedures a little less daunting for customers, Apple (NASDAQ: AAPL) announced that it is integrating universal authentication into its Apple TV and other OTT devices.
Touted at the Apple's Worldwide Developers Conference (WWDC), the new API enables users to type in their pay-TV company-assigned username and password only one time to authenticate viewing for most programmer and operator TVE apps.
Adobe, which worked with Comcast and CTAM to develop the universal login scheme, is backing the Apple TV integration, along with pay-TV multiscreen tech vendor Synacor.
Apple presented the new API at the AWDC Monday using Dish's TV Everywhere apps.
The Cable and Telecommunications Association for Marketing (CTAM) said the universal authentication platform is an outgrowth of its work with TV Everywhere's Open Authentication Technology Committee (OATC).
The group named a number of programmers and MVPDs that are supporting the plan, including not just Comcast/NBCUniversal, but also Cox Communications, Mediacom, Disney/ESPN, Fox Networks Group, A+E Networks, Scripps Networks Interactive, Turner Networks, Viacom and AMC Networks.
Cumbersome authentication is listed as one of the main reasons why TV Everywhere adoption has floundered, with consumers flummoxed by the need to authenticate each and every one of the myriad programmer and operator TVE apps they use as they change channels.
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