The advance of technology has, in more ways than one, changed consumer behavior. Customers' demand for user-generated and interactive content is increasing and providers have their hands full trying to ensure that the target audience can view entertainment content, from even remote locations at any time they choose.

As part of such an endeavor, Spanish cable operator R is now enabling its subscribers to access on-demand content for the first time. The company has selected Ericsson to help it provide video-on-demand services to consumers so that they can choose to view variety content from among a catalog that has a seemingly endless supply of content.

R also selected the Ericsson (News - Alert) Xport producer and Ericsson Edge QAMs, as part of a package that gives consumers greater control and allows them to play, pause and rewind standard definition and HD content.

The EQ8096's "pay as you grow" modular design supports up to 96QAM channels and consumers pay for only what they view. The Ericsson Xport allows subscribers to view a recorded broadcast television program at leisure. The recordings are stored in a network drive, and not on the consumer's set-top box.

In a press release, Antonio Rodríguez del Corral, business development director, at R, stressed how the change in consumer behavior had prompted the company to look for an end-to-end VOD solution, that would cater to the needs of the consumer. Corral further added that the new user interface blended real-time, VOD and catch-up content, providing an impressive renewal of the pay -TV- service. Ericsson's customized and flexible solution provides a personalized television experience and greater consumer choice.

Staffan Pehrson, head of Solution Area TV, at Ericsson, said in a statement that company had been an obvious choice for R, who was looking for an industry VOD solution, that would enable customers to view content they want in their own time. The benefits were many such as building better relationships with customers, expanding on-demand services revenue, and minimizing the deployment costs.

In a related news release, TMCnet reported that Ericsson demonstrated its end-to-end television solutions - from content management, packaging and delivery, to the ultimate user experience on the consumer's screen of choice at the IP&TV World Forum 2011.