AMSTERDAM — Video services like Netflix thrive on learning about viewers and giving them targeted recommendations about next viewing opportunities. Now those recommendations are becoming more advanced.

In this video interview with Beet.TV at the IBC show, Rovi product sales and marketing SVP Bob Shallow christens “search and recommendation 2.0 – effectively going to prediction as opposed to related-content”.

“The way search and recommendation 1.0 worked is, if you like one piece of content, you’re likely to like a piece of content that has the same actors, is done by the same director etc,” Shallow says.

“Recommendation 2.0 adds a degree of prediction. Predicting what a person would like based not only on the attributes of the pro or film but also viewer behavior – patterns of interest, thematic ties etc.”

For more on Rovi’s take, watch the video interview in full.