French-based Orange (News - Alert) is offering a new TV service to its 5.1 million customers in an effort to stay “up-to-date” against the thriving competition. “La nouvelle TV d’Orange” is a new TV subscription service that migrates IPTV (News - Alert) customers with a new interface for personalized TV viewing options.

Orange’s Viaccess and Orca are behind the new service that integrates a service delivery platform with a content discovery platform and conditional access system. The new interface includes a VOD chip, content discovery and recommendation, EPG, PVR, Catch Up TV and the ability to create self-developed applications.

Integrating the systems was important to Orange because they wanted to create a platform that allowed the company to develop its own applications for distribution without an outside vendor.

When designing the new service, Orange looked to competition, such as France’s COMPASS. This company is the biggest competitor, offering content to TV subscribers that generates content based on the customer’s preferences and activity.

Orca CEO Francois Moreau said Orange’s new service is a “big step” forward, but the competition makes it necessary. “The competition for pay TV subscribers in France and around the world is increasing,” he said in a press release. “To maintain their position, operators such as Orange must provide a great experience for the viewers. A personalized service that meets the users on their own terms, anytime, anywhere allowing viewers to enjoy the full range of content provided, is the logical next step in order to keep them engaged and prevent churn.”

Customers look for personalized TV services so watching television is on their schedule, not the networks. Companies, including Orange, that can offer new applications for mobile viewing will increase interest in services as well. People want to be able to watch TV from any device, anywhere.

Orange first started switching customers to the IPTV service in November 2011. In just three months over 400,000 customers made the switch.