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BEP View of TV

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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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    BEP View of TV BEP View of TV Presentation Transcript

    • Brands and Content Production Adding value in a changing TV landscape Madrid, Fall 2009
    • 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.
    • 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.
    • 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
    • ...as 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
    • 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.
    • ...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.
    • ...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.
    • ...new 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
    • ...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?
    • 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
    • ...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.
    • ...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
    • And of course the smartphone front.
      • Computer in the palm of your hand.
      • Application model very successful.
      • Dependence on platform owners approval of content.
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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!