My speech at Broadcast Asia in 2012 that set the stage for the complete overhaul of Broadcast Asia 2013 - where OTT was teh focus instead of traditional Broadcasting. This presentation predicted what Netflix had to do to survive. If you feel Broadcast Model is about to die - this is conformation & prediction of what future models will be.

1. Content, Service and Devices: New Relationships
in a “Content Everywhere” World
Or
The Future of Content in Broadband Vs Broadcast (Dominated World)
by
Abhigyan Jha ( Twitter: @undercoverpro )
Founder & CEO. Undercover Productions Ltd.
Empower ing The Age Of I maginat ion

2. First thoughts :
Content, Service and Devices: New Relationships
in a “Content Everywhere”
Broadband enabled world
•
How content will be monetized in this new Paradigm and how
Broadband will have a different business model than Broadcast
•
How people will not be watching Channels but Individual
Programs and how that challenge has to be met by Content makers &
platform providers
•
How will the problems of discovery and reach will be solved
•
•
And why Targeted aAdvertising will need to change its own
paradigms and become more like TV Advertising
And why Subscription is definitely the Way forward for Content
[ Connect now on Twitter: @undercoverpro ]

3. Before we can answer these questions.
Let me ask a few more.
The entire Currency & Banking system is in trouble.
Why? Money is about to become directly connected to Value.
People around the world are not happy
with how Governments collect taxes & spend it.
Tax systems are about to change.
Everywhere people are losing jobs even when economies are doing well.
Because Physical Labor is now becoming obsolete.
We are entering the Era Of Leisure.

4. & 20% of the global population everywhere
has stopped watching TV. Why?
Before we can answer these questions.
We must find out why we are here :
asking these questions in the first place
What's brought us to this point ?
& is there a continuum flowing into the future?
[ Connect now on Twitter: @undercoverpro ]

6. The Age of Imagination
•

7. Twitter.
When you subscribe to someone's updates –
it's nothing but a product of his Imagination.
The value is in shared appreciation in real time.
[ Connect now on Twitter: @undercoverpro ]

8. Twitter.
Is the start of The Age of Imagination.
Once you've looked through the History, you realize :
Information is Commoditized Imagination
E=mc2
is premium when it's first presented...
then it's just cheap information
that every 6 year old either has or will soon have.
Which is why Einstein believed in Imagination & not knowledge.
Imagination Creates.
Knowledge is only the memory of that Creation.

9. Evolution is moving towards personal empowerment.
People are no longer as dependent on others for their happiness.
People are not so afraid of being alone :
they have their mobile phones.
And we know :
Whatever the Mobile meets, it EATS!
WHY?
Because it's the most empowering Personal Device of all time.

10. This Morning's Newspaper Photo

11. We are moving towards a self realized, self actualized world
where we are more concerned about fully realizing our own
potential as individuals rather than worrying about the neighbor's new car.
Everyone is looking at how Social the world has become. That's
just a phase. The world is actually becoming more
PERSONAL.
The Social Network is actually a Personal Network.

12. From FB to the evolution of G+ and its circles : we are
expressing our inner selves on these networks.
We are not there to read or watch what our friends like, we are
there to express what we like, our creations, our passions.
And if we like others' stuff it's because we know we have to
scratch someone's back to have ours scratched.
To depend on Professional content going viral by sharing
therefore is a grave error unless we are willing to spend
enough to create The Tipping Point.
We have discovered from our own videos that videos with higher
time spent have actually had lower engagement.
When people really love a longform video, they forget to click on
anything.

13. The New Consumer…
• Is uniquely curious all the time.
• …craves for surprises all the time
( the present TV viewership pattern says it all…Take
India or United States, most shows are floundering)
• Contrary to Google…doesn’t want editorial control
for himself and uses internet as a means to discover
content that is different.
• …craves for unique content that is not available
anywhere else.

14. What's Changing?
Some TV Stats
TV is bigger than all media platforms.
TV is bigger than Movies & Music put together.
And now very poignant data...

16. We almost never watch television shows when
they are broadcast anymore
(with the very notable exception of live sports)
We watch a lot of TV and movie content, but
always on demand and almost never with ads

17. We get our news from the Internet, article by
article, clip by clip.
The only time we watch TV news live is when
there's a crisis or huge event happening
somewhere.
(You still can't beat TV for that, but soon,
news networks will also be streamed).
We watch TV and movie content on 4 different
screens, depending on which is convenient
(TV, laptops, phones, iPad)

18. And see what's happened because of this :

19. "Networks" are completely meaningless. We
don't know or care which network owns the
rights to a show or where it was broadcast.
The only question that's relevant is whether
What we want is Available when we want to
access it on our chosen platform Netflix,
Hulu, Amazon, or iTunes.
This means that one of the key traditional
"businesses" of TV--the network--is obsolete.
Only Content is the differentiator.

20. The majority of what we pay our cable
company is wasted. We get broadband
Internet from our cable company, and we use
that constantly. But we also get 500 channels
that we almost never watch.
The traditional "network" model will break
down and be replaced with
Faster refreshing content
and far more efficient content production,
acquisition, and distribution.

21. 5 functions
of a Traditional Broadcast Network
Value only in 2
that faces the customer and client.
Ripe for disruption

22. 1. Content –
24 hour channels are a total waste.
Just like 8 tracks per CD were for the
Music industry.
2. Playout systems
Satellite, uplink, downlink,
3. Cable : Distribution
4.Marketing
5. Humongous employee burdens
to handle 1 to 4

23. Just a scary recap

24. Here's one more...
A new report from Nielsen, shows that the
number of people who watched TV at least
once per month—declined from 90 percent
of the population to 83 percent last year.
Proportionately, that means TV lost 8.5
percent of its audience in 2011. As many as
17 percent of people never watch TV, the
survey of 28,000 consumers in 56
countries.

25. More people watch video on
computers/mobiles once a day than watch
TV once a day.

26. The Last Bastions...
• Telecom operators are acting as gatekeepers
• Content aggregators/Tech enablers want low cost
content
• Premium content publishers are receiving
disproportionately low revenue share .

27. Our learnings
• Premium content created specifically for digital
media helps create an engaged viewership
• Consumer is willing to discover you if your content is
unique
• Value creation precedes monetisation of content

28. Our learnings
* One to many Broadcast paradigm is valid but
anywhere anytime feature of Net is here to stay.
* Approximate Appointment : Linear is dead but
appointment is not. Tune in around a particular time.
* Cluster of Viewers
* Everything will be subscription based. Nobody will
buy any content.

29. Our learnings
* It's premium or nothing. Google vs Apple model. 6%
of phones give apple 94% of revenues. PREMIUM is
the way forward. Me too is dead.
* It's Dirt. Vs Paydirt.
* New, Fresh, Exclusive, Original are the only
definition of Content. Everything else is zero value
commodity. Not even vanilla.

30. Our learnings
* Current advertising models need to change for such
premium content.
* Selling Diapers to Pregnant Women
* Targeted ads are digital salesmen.

31. Our learnings
* They aren't ads at all. Brand advertising is can't be
targeted narrowly. Broad targeting via psychographics
instead of physiographics...guess what? TV content
has been doing that for ages.
* This is where Cluster of Viewers becomes very
important.
* The Youtube Predicament.

32. Our learnings
* Everything has a smaller life cycle now.
Relationships, Restaurants, Businesses and Platforms.
Everything is in CONTENT mode.
Platforms will emerge & die every year. Content will
be only lasting value. And content anyway lives to
refresh tomorrow. So churn suits content more than
platforms.

33. Our learnings
* Test. Scale. Take the risk out of content and then
back it with Mega Campaigns to push to critical mass
at the first signs of a win.
* Search is falling so Discovery is back to push
* Content is a Talent business. Invest in valuing and
finding TALENT.

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