Pay TV needs a differentiator

[Commentary] The TV landscape is changing, and the pay-TV provider — cableco or telco — that adapts will be the one that pulls ahead. Personalization may be the best bet as a differentiator. It can come in many forms, and operators still are in the very early days of experimenting with what works. Personalization can mean widget-based interfaces for improving the TV experience and adding Internet content to the bigger screen. It can be something as simple as improving search and discovery or making a concerted effort to increase interactivity and bring social networking to the TV experience.