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Convergence leads to increased competiton for traditional broadcast TV as all content now migrated to connected TV-sets. Broadcasters need strong umbrella brands and monetize more self-produced …

Convergence leads to increased competiton for traditional broadcast TV as all content now migrated to connected TV-sets. Broadcasters need strong umbrella brands and monetize more self-produced content in a 3screen environment.

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  • 1. Brands and Content Production Adding value in a changing TV landscape Madrid, Fall 2009
  • 2. Agenda – key message.
    • Advances in technology changed the way we consume audio-visual content dramatically. Conversion manifests itself in content form and distribution.
    • Multiple devices are now capable of reproducing audio-visual content and therefore take away the broadcasts monopoly over distribution.
    • This trend benefits other players that produce content but did not historically distribute audio-visual content. The TV-screen becomes a more open and equal playing field.
    • In order to continue to flourish in the new environment, broadcast TV has to engage in the development of strong umbrella brands that accompany consumers in their digital life.
    • The production of proprietary content becomes paramount as it allows for monetization across all platforms.
  • 3. Technology changed everything 0101010101010101010101011101101010101 0 0011010101010101011010110101010101101011 CONVERGENCE 0101010101010101010101010100001011001010101010001111001010101010101010101010 Manage scarcity Manage abundance Scheduling / Programming Broadcasting / Distribution
    • Media content broke out of its container.
    • Power over distribution is lost.
    • Content converges and is now displayed
    • on multiple screens.
    • Ubiquity of content, universally accessible.
    • Consumers increasingly in control.
  • 4. Convergence leads to a new kind of competition
    • Multimedia ad-market is a green field for many potential players.
    • Connected world allows aggregation of large audiences to many other
    • competitors.
    • Anyone suffering from declining physical ( media ) sales, will try to
    • plant a flag in this area.
    • Any digital content that can be displayed in audio visual form will
    • f ind its way to the big screen.
    • And with it advertising.
    • The spot is no longer property of broadcast TV.
    Content convergence Distribution convergence
  • 5. shelf-space for audio-visual content increases
    • Position your content brand as a unique value proposition to a
    • specific target group.
    • The content topic itself become less a differentiating factor.
    • Your brand has to have a meaning beyond broadcast TV.
    • The brand has to be relevant for your audiences entire digital life.
    TV TV TV TV Cable / PayTV TV TV TV
  • 6. Content owners will capture the big screen.
    • Attention is increasingly important. Content exists in abundance.
    • Good content will get attention, which in turn can be monetized.
    • Advertising works best in a audio visual context. TV = crowded space.
    • Print and other media will try to get into the audio-visual space.
    • News, Sports and other themes covered by big non- TV brands will
    • soon make their TV appearance.
    • Advertising works better in a audio-visual environment.
  • 7. ...from print media.
    • According to research from Brightcove video platform,
    • online newspapers grow rapidly into video content (US data).
      • +1500% in uploads (08 vs. 07)
      • + 365% in reader streams (08 vs. 07)
    • The New York Times works on a 3-4 screen information experience.
    • News are important to broadcast stations.
  • 8. ...from the music industry
    • Music streaming service soon on TV sets as an application.
    • Ability to show audio and video ads.
    • High rating among 16-34y old males in Sweden and rest of Europe
    • Future MTV on demand? Live Events per stream.
    • Content sells less, experience more.
  • 9. platforms and aggregators.
    • TV was yesterday, the new name is “the big screen device”
    • Network cable vs. aerial cable.
    • Content platforms emerge around devices.
    • Wi-Fi is next and will take away some usability barriers.
    Broadcast / Cable
  • 10. ...from consumer electronics
    • Device manufacturers gain power over distribution.
    • Run for home screen presence has started.
    • Remember Google page ranks?
    • Revenue share a new reality?
  • 11. The 3/4 screen model mastered.
    • Business of selling hardware vs. business of selling content.
    • If this model becomes successful, content is the oil in the gearbox.
    • Ultimate user experience.
    • How valuable is your content brand?
    Content / Brand
  • 12. ...from game consoles.
    • Nintendo DS and Sony PSP are multimedia devices.
    • Reproducing games, music, video and books.
    • Roughly 200m units shipped worldwide.
    • Mobile TV as download or stream?
    • Wireless access to content.
  • 13. ...from hardware manufacturers.
    • It’s a question on how good the remote will be.
    • The rest is easy to figure out.
    • Without content, these devices are worth half.
    27inch LED /16:9
  • 14. And of course the smartphone front.
    • Computer in the palm of your hand.
    • Application model very successful.
    • Dependence on platform owners approval of content.
  • 15. A st r ong umbrella brand becomes indispensable. Aggregation Platform Hardware Platform
    • It is unclear which model will succeed. (aggregation or hardware model)
    • In any case, your brand needs to be a door to your content.
    • How many meaningful doors can you implement?
    • Every door opens a new door.
    Target audience Limited space available
  • 16. Channel orientation becomes important.
    • Importance of client orientation in new competitive landscape.
    • News, Sports, Children soon face huge competition from non TV.
    • A client focus such as young adults, mature females etc. fulfill
    • aggregation functions and bundle content that can be exploited in a
    • cross-media and cross-platform world.
    • Young Adults
    • Females
    Children Sports News Fiction Politics Music Household DTT channels Target Orientation Client Product Spain
  • 17. In the new world clients matter, not topics.
    • Client centric = multimedia thinking.
    • Product centric = TV broadcast thinking.
    • Example of Sport
    Sports Males 16-36 Sports within new brand (not exclusive) Open to any theme . Flexible Orientation Competition Product Client
  • 18. Invest in new value added activities
    • Own productions allow you to take advantage of the whole
    • audio-visual spectrum.
    • Create content that is associated with your umbrella brand.
    • Data is key. Understand your audience across platforms.
    • Think of new possibilities. Blogs, Events, Merchandising
    • Your new promise to advertisers is your audience knowledge.
    Data aggregation / CRM High value added Low value added Own Production Branding / Platform management Content sourcing Programming / Scheduling Broadcast / Distribution IP / Rights Orientation / Filter Knowledge / Data
  • 19. The brand at the core, some ideas for revenue New channel brand (male oriented) Blog ads subs Catch - up free premium Events tickets syndication Mobile premium free ads
  • 20. The nutshell
    • In a connected world of digital content, distribution alone is
    • not a business model anymore.
    • Content is now digital and displayed on screens, which allows
    • any content producer to embed video based advertising.
    • Broadcast TV has no authority over our TV-sets anymore.
    • Hardware connected or aggregation based platforms distribute
    • content to a series of devices.
    • St r ong umbrella brands with a given association to content
    • offer c ontext and orientation to consumers. They are needed
    • because space on “home screen storefronts” is limited and
    • attention from your audience hard to get.
    • The middleman function (distribution of content you don’t
    • own) work less for broadcast TV, hence own production becomes
    • more important.
    • THANK YOU!