Part02 broadcast tv middle east digital media strategic approach

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Broadcast TV in the Middle East and Digital Media, Strategic Approach for Sustainable engagement.
Part 2/3: News broadcast TV in the middle East and Digital Media, Strategic Opportunities
Created by: Sameer Issa / 2013

Published in: Technology, Business
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Part02 broadcast tv middle east digital media strategic approach

  1. 1. Broadcast TV, Journalism & Digital Media in the Middle East; Strategic Approach For Sustainable Engagement Part 1/3: Changing Media Landscape. Part 2/3: Middle East Marketplace; Strategic Opportunities. Part 3/3: Digital Brand & Technology. Sameer Issa Communications & Media Strategist © 2013
  2. 2. Middle East Tv Landscape Indicators, Trends & Strategic Opportunities The question isn't, 'What do we want to know about people?', It's, 'What do people want to tell about themselves?' Broadcast TV & Digital Media Strategic Opportunities Sameer Issa | Communications & Media Strategist Middle East TV Landscape Indicators, Trends & Strategic Opportunities 2
  3. 3. Middle East TV Landscape Broadcast TV & Digital Media Strategic Opportunities Sameer Issa | Communications & Media Strategist Middle East TV Landscape Indicators, Trends & Strategic Opportunities !3
  4. 4. Middle East TV Landscape Broadcast TV & Digital Media Strategic Opportunities Sameer Issa | Communications & Media Strategist Middle East TV Landscape Indicators, Trends & Strategic Opportunities !4
  5. 5. Middle East TV Landscape Source: Heatsync- Data Captured 17-06-2013 Broadcast TV & Digital Media Strategic Opportunities Sameer Issa | Communications & Media Strategist Middle East TV Landscape Indicators, Trends & Strategic Opportunities !5
  6. 6. Middle East TV Landscape Visitors Unique Visitors Daily PageViews Global Traffic Rank Reputation/ Back-links Time on Site/ Page views/ Minutes User 678,920 266,342 603,070 1,824 36,326 4.40 2.70 909,710 214,938 1,033,834 1,064 13,381 5.40 3.13 66,395 13,416 129,992 8,462 698 3.40 2.73 4,494 8,161 6,975 60,897 714 2.20 1.73 Source: Alexa- 05-2013 Broadcast TV & Digital Media Strategic Opportunities Sameer Issa | Communications & Media Strategist Middle East TV Landscape Indicators, Trends & Strategic Opportunities !6
  7. 7. Digital media strategies adopted by Middle East news TV organizations are struggling to maintain audience engagement Broadcast TV & Digital Media Strategic Opportunities Sameer Issa | Communications & Media Strategist Middle East TV Landscape Indicators, Trends & Strategic Opportunities !7
  8. 8. While the fact remains Middle East is the second globally in terms of internet usage growth ! Broadcast TV & Digital Media Strategic Opportunities Sameer Issa | Communications & Media Strategist Middle East TV Landscape Indicators, Trends & Strategic Opportunities !8
  9. 9. Growth Rate-Internet Users 4,000% 3606.7% 3,000% 2639.9% 2,000% 1310.8% 1,000% 841.9% 393.4% 153.3% 0% Africa Asia Europe 218.7% Middle East North America Latin Americs Australia “The reality of South Africa is that you have one half of south Africa who is tweeting and the other half who is not eating” Broadcast TV & Digital Media Strategic Opportunities Sameer Issa | Communications & Media Strategist Middle East TV Landscape Indicators, Trends & Strategic Opportunities !9
  10. 10. Conclusion Missing out on great opportunities !! Broadcast TV & Digital Media Strategic Opportunities Sameer Issa | Communications & Media Strategist Middle East TV Landscape Indicators, Trends & Strategic Opportunities !10
  11. 11. Strategic Opportunities For Middle East TV broadcast to create sustainable & Livable digital engagement experiences Broadcast TV & Digital Media Strategic Opportunities Sameer Issa | Communications & Media Strategist Middle East TV Landscape Indicators, Trends & Strategic Opportunities !11
  12. 12. Opportunities in Story-Telling Telling Better Stories Broadcast TV & Digital Media Strategic Opportunities Sameer Issa | Communications & Media Strategist Middle East TV Landscape Indicators, Trends & Strategic Opportunities 12
  13. 13. Opportunities in story telling Creativity Human New in news converge and reporting events Telling stories through humanizing perspective. Introducing New Models for Investigative journalism. Micro Participatory Micro Reporting News sites are most visited in the Arab World Crises reporting combined with participatory tools Broadcast TV & Digital Media Strategic Opportunities Sameer Issa | Communications & Media Strategist Middle East TV Landscape Indicators, Trends & Strategic Opportunities !13
  14. 14. Making sense of the noise Web - noise + context = Responsible Journalism The Biggest Challenge for News Industry in Todays’ Media Landscape is how to solve relevancy, maintain engagement, and filter the noise? Broadcast TV & Digital Media Strategic Opportunities Sameer Issa | Communications & Media Strategist Middle East TV Landscape Indicators, Trends & Strategic Opportunities 14
  15. 15. Challenging Traditional Journalistic Thinking Objectivity Doesn’t Exist !! We are imprisoned by our societies, culture, background Broadcast TV & Digital Media Strategic Opportunities Sameer Issa | Communications & Media Strategist Middle East TV Landscape Indicators, Trends & Strategic Opportunities 15
  16. 16. Strategic re-thinking Adopting different strategic approach Broadcast TV & Digital Media Strategic Opportunities Sameer Issa | Communications & Media Strategist Middle East TV Landscape Indicators, Trends & Strategic Opportunities 16
  17. 17. Conventional Strategic Approach Measure New Strategy Adjust Big Strategy Focus Groups Broadcast TV & Digital Media Strategic Opportunities Sameer Issa | Communications & Media Strategist Launch Middle East TV Landscape Indicators, Trends & Strategic Opportunities !17
  18. 18. Adaptive Strategic Framework The Learning Adaptive Process Big Strategy, Start small with room to grow People Strategy Implement & Engage Sustain Listen & Measure Adjust Objectives Insights Adopt Learning Curve Broadcast TV & Digital Media Strategic Opportunities Sameer Issa | Communications & Media Strategist Middle East TV Landscape Indicators, Trends & Strategic Opportunities !18
  19. 19. Changing approach to digital media Broadcast TV & Digital Media Strategic Opportunities Sameer Issa | Communications & Media Strategist Middle East TV Landscape Indicators, Trends & Strategic Opportunities 19
  20. 20. Middle East TV Organizations need to make the fundamental shift From This Broadcast TV & Digital Media Strategic Opportunities Sameer Issa | Communications & Media Strategist Middle East TV Landscape Indicators, Trends & Strategic Opportunities !20
  21. 21. Traditional Approach; Push Model Thinking Platform Mobile Live Streaming Interactiv e Photo Gallery Tablets VOD Social Web TV Online Site Audio Podcas t Blog RSS Feeds Broadcast TV & Digital Media Strategic Opportunities Sameer Issa | Communications & Media Strategist Middle East TV Landscape Indicators, Trends & Strategic Opportunities !21
  22. 22. to this.. Broadcast TV & Digital Media Strategic Opportunities Sameer Issa | Communications & Media Strategist Middle East TV Landscape Indicators, Trends & Strategic Opportunities !22
  23. 23. Thinking Strategy Innovative Approach Eco-system Model Multi-Directional Built Around Shared Collective Experiences Across Multiple Digital End Points Broadcast TV & Digital Media Strategic Opportunities Sameer Issa | Communications & Media Strategist Middle East TV Landscape Indicators, Trends & Strategic Opportunities !23
  24. 24. Eco-system Model Multi-Directional Built Around Shared Collective Experiences Across Multiple Digital End Points Broadcast TV & Digital Media Strategic Opportunities Sameer Issa | Communications & Media Strategist Middle East TV Landscape Indicators, Trends & Strategic Opportunities !24
  25. 25. “The question isn't, 'What do we want to know about people?', It's, 'What do people want to tell about themselves?” Mark Zuckerberg “Think Strategy before Platform” Unluckily, News organizations tend to use social media as a distribution channel, focusing mainly on the platform rather than strategy, seeking to get more traffic from Facebook & Twitter. Broadcast TV & Digital Media Strategic Opportunities Sameer Issa | Communications & Media Strategist Middle East TV Landscape Indicators, Trends & Strategic Opportunities 25
  26. 26. Embracing innovative strategy Broadcast TV & Digital Media Strategic Opportunities Sameer Issa | Communications & Media Strategist Middle East TV Landscape Indicators, Trends & Strategic Opportunities !26
  27. 27. Strategic Framework Livable Experiences Creating unique differentiated livable experiences within the digital space to engage targeted audience, which can be maintained during and after TV broadcast across multiple channels and platforms, Experiences which can be monetized and measured for results Broadcast TV & Digital Media Strategic Opportunities Sameer Issa | Communications & Media Strategist Middle East TV Landscape Indicators, Trends & Strategic Opportunities 27
  28. 28. Digital content strategic overview The three lens approach Consumption #1 Wide Lens #3 Focused Lens #2 Narrow Lens Sharing Creating New Engaging Experiences For News Consumption Discovering Ways Readers Can Share Stories And News Content Repackaging Customization Adding Different Flavors To News Consumption Across Platforms and Social Streams. To Fit Into The Audience Personal Social Stream Broadcast TV & Digital Media Strategic Opportunities Sameer Issa | Communications & Media Strategist Middle East TV Landscape Indicators, Trends & Strategic Opportunities !28
  29. 29. Engage & Monetize emerging opportunities during disruption Building differentiated real-time social experiences into digital and TV properties designed to reach new fans and connect viewers which can be monetized through sponsorable programs. Broadcast TV & Digital Media Strategic Opportunities Sameer Issa | Communications & Media Strategist Middle East TV Landscape Indicators, Trends & Strategic Opportunities 29
  30. 30. Sample Monetizing Model Using Social Media Real-time Visualization Technology Broadcast TV & Digital Media Strategic Opportunities Sameer Issa | Communications & Media Strategist Middle East TV Landscape Indicators, Trends & Strategic Opportunities 30
  31. 31. Live SM Conversations Twitter Tracker Battle of the Tweets Live Maps Broadcast TV & Digital Media Strategic Opportunities Sameer Issa | Communications & Media Strategist Twitter Fall Middle East TV Landscape Indicators, Trends & Strategic Opportunities 31
  32. 32. Growing conversations in digital space across any platform (FB, Twitter, Google+, Instagram..) Realtime Capture Move Audience into TV broadcast & Digital Screens & infuse conversation Monetize through sponsors Capturing conversation and transferring it into real-time visual stream Broadcast TV & Digital Media Strategic Opportunities Sameer Issa | Communications & Media Strategist Middle East TV Landscape Indicators, Trends & Strategic Opportunities 32
  33. 33. Second Screen Engagement Build specific IT models and mobile applications “Tablet” to empower second screen engagement through; Content discovery, EPG, interactivity, metadata, behind the scene views, scoops, insights, social relevance, and connectivity. Broadcast TV & Digital Media Strategic Opportunities Sameer Issa | Communications & Media Strategist Middle East TV Landscape Indicators, Trends & Strategic Opportunities 33
  34. 34. Social Infrastructure Engineer differentiated engaging experiences through Integrating cloud-based social infrastructure into TV Digital presence across multiple digital ends which will significantly increase site registration, drive valuable user action and provide access to personalized social data which is essential for driving personalized content delivery. Broadcast TV & Digital Media Strategic Opportunities Sameer Issa | Communications & Media Strategist Middle East TV Landscape Indicators, Trends & Strategic Opportunities 34
  35. 35. Rewarding Engagement Design user-engagement rewarding system to Incentivize behaviors that benefit News Organizations by rewarding users for valuable actions; Unique content discovery, special features, and gamification environment through digital touch points; social web infrastructure, mobile & Facebook apps. Broadcast TV & Digital Media Strategic Opportunities Sameer Issa | Communications & Media Strategist Middle East TV Landscape Indicators, Trends & Strategic Opportunities 35
  36. 36. Intelligent News & Discovery Model Embedding “smarter” news discovery model giving content suggestions based on social data & previous course of actions taken “news you viewed, liked, commented, and shared. Broadcast TV & Digital Media Strategic Opportunities Sameer Issa | Communications & Media Strategist Middle East TV Landscape Indicators, Trends & Strategic Opportunities 36
  37. 37. Visualizing Mobile Content Integrate a differentiated, simplified visual experience for content consumption within mobile design application strategies. Broadcast TV & Digital Media Strategic Opportunities Sameer Issa | Communications & Media Strategist Middle East TV Landscape Indicators, Trends & Strategic Opportunities 37
  38. 38. News Timeline? Apple upcoming iPhoto App Streams>Collections>moments Broadcast TV & Digital Media Strategic Opportunities Sameer Issa | Communications & Media Strategist Middle East TV Landscape Indicators, Trends & Strategic Opportunities 38
  39. 39. Creating Original Content For digital Media In parallel to using broadcast assets (both pre-recorded & live streaming) into digital space, Producing original content specifically to digital platforms is crucial to create differentiated consumption experiences. Broadcast TV & Digital Media Strategic Opportunities Sameer Issa | Communications & Media Strategist Middle East TV Landscape Indicators, Trends & Strategic Opportunities 39
  40. 40. Engage Influencers Identify influential online groups, advocates & opinion leaders & design specific tools and influencer outreach programs to facilitate and encourage their engagement within digital initiatives, programs and activities. Broadcast TV & Digital Media Strategic Opportunities Sameer Issa | Communications & Media Strategist Middle East TV Landscape Indicators, Trends & Strategic Opportunities 40
  41. 41. Specific Strategies initiatives & Projects • • • • • • • Build specific strategies around every digital end point. Designing specific KPI tools to measure results. Designing specific digital prototypes based on digital engagement Pre-defined programs. Design strategic map for brand presence within the digital space. Building specific strategy to Monetize digital brand channel on YouTube. Developing digital inventory and data set-up to offer digital sponsorship program with major brands. Creating fan engagement bridge model between their TV programs and their owned 
 social media channels. Broadcast TV & Digital Media Strategic Opportunities Sameer Issa | Communications & Media Strategist Awareness Evaluation Use Conversion Middle East TV Landscape Indicators, Trends & Strategic Opportunities Engagement 41

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