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Television in transition

  1. 1. Accenture Media and Entertainment Television in Transition Evolving consumption habits in broadcast media worldwide Accenture Consumer Broadcast Survey 2008
  2. 2. findings from the study, as well as conducted among consumers living Survey Methodology highlights the implications for media, in major cities in Brazil and Mexico. The Accenture Broadcast Consumer technology and communications Because of variations in the national Survey 2008 is based on a detailed, companies operating in this dynamic omnibus services available in each questionnaire-led research study and evolving sector. country, the age of the adults involving a total of 7,000 consumers surveyed differed, with adults aged The research program consisted of across eight countries. Throughout 16-54 interviewed in Italy and Spain, a series of online surveys using a the research we took pains to elicit and adults aged 16-64 interviewed standardized questionnaire, conducted the frank views of each of these in France, Germany and the UK. In by Accenture among approximately interviewees through balanced and the US, a national online omnibus 1,000 demographically-representative detailed questioning that revealed reached adults aged 18 and older. adults each in France, Germany, Italy, their true perceptions and aspirations, In Brazil and Mexico, the telephone Spain, the United Kingdom and the without leading them towards any survey was conducted among adults United States. A further 500 particular viewpoint. The following aged 18 to 64. telephone interviews each were summary presents some of the key
  3. 3. Welcome to the executive summary of Accenture’s Consumer Broadcast Survey 2008 The survey was conceived and retail strive to achieve high companies should be doing designed with the explicit aim performance in this new now and in the future to of providing insights into the environment. capitalize on the trends we have identified and to power dramatic and global changes In order to support clients in their journey towards high now under way in consumer these efforts, we have produced performance. behavior and preferences, in here what we believe to be the response to the proliferation most detailed investigation to We hope you find this report of new content distribution date of consumer attitudes both insightful and practical, channels. This report, and the toward new ways of consuming and that it brings you some thinking within it, represent and interacting with television fresh perspectives on the a response to ongoing issues content − a quantum leap sweeping change facing all faced by clients and intense that is increasingly putting of us in the media industries. internal debate within into question how we define David Wolf Accenture, as clients in sectors ‘television’ today. The report Global Digital Transformation Lead including media, communica- also goes on to examine what Media and Entertainment tions, high technology and Accenture Television in Transition 1
  4. 4. Executive Summary What is television anyway? “[You are] witnessing a complete disaggregation of the networks…” Bruce Rosenblum, President, Warner Television Studios Among consumers worldwide, the watch TV every week, with 80 percent 35, and especially under 25. As well as traditional television set is increasingly watching four or more channels. But being more dissatisfied with current regarded as just one option among even those consumers mainly using the television options, under-25s are more several for consuming video content, TV set in the home are adopting new likely to watch content on alternative as the boundaries between the TV and habits. They love the digitally-enabled devices, and more likely to prefer watch- devices such as the mobile handset offerings now available in their living ing content on demand. This behavioral and PC become more blurred by the day. rooms − with an overwhelming majority shift among younger adults represents As this shift in consumption behaviors saying they are highly attracted by the beginnings of an impending wave gathers pace, a massive wave of change the features and benefits offered by of change. is in prospect − one that will ultimately enhanced television services. Three- The wave promises to be all the more transform the content production and quarters of consumers worldwide are powerful since consumers of all ages distribution marketplace worldwide. interested in at least one feature of share a tendency to be loyal to content enhanced television, primarily in on- The worldwide migration towards new brands rather than distribution channels. demand services/content and the ability consumption habits is being driven Around 70 percent of consumers globally to time-shift viewing − findings which by new content offerings enabled by watch four or more programs a week confirm that what consumers are really advances in distribution technologies on four or more channels. Consumers seeking is greater control over their and devices, and involves consumers are seeking out the content brands viewing experience. of all ages in all geographies. Three out they want regardless of channels, rather of 10 adults across the eight countries than sticking with a channel they know. Watch the youth: in our survey now watch some content The message is clear: the days of the the future wave of change every week via alternative devices such line-up are numbered − and the value as mobile and PC. of “must-see TV” in prime time is falling. While all consumers are joining the This is something the networks must move towards new modes of consuming And the change has much further come to terms with and address before content, the shift is being spearheaded to run. More than 95 percent of our it is too late. by younger consumers under the age of consumer interviewees worldwide still 2 Television in Transition
  5. 5. ”Now TV’s not special, it's ubiquitous. And the images on our TVs, mobiles and laptops may or may not emanate from a television company...” Peter Bazalgette, Former Chief Creative Officer, Endemol Content drives devices… …and readiness to accept One size will not fit all advertisements As well as driving their choice of Our top-line findings − notably the channels, consumers’ content prefer- When it comes to paying for content, widespread readiness to adopt new ences also shape their use of alternative consumers’ most popular choice as a modes of consumption − are remarkably devices, since they select each device way of paying for downloading TV shows consistent worldwide. But the consumer on the basis of which one will best from a digital service is by agreeing bases in the various geographies suit the specific content they want to to view advertisements with the pro- surveyed do exhibit widely varying views consume. They find the mobile device gramming. This option is chosen by 33 and expectations, often reflecting the most interesting as a way of receiving percent of consumers, ahead of various different offerings and infrastructure news and information, while they find financial payment methods — including available in each country. the PC most interesting as a channel a monthly fee for unlimited downloads This distinction applies especially to for full-length television programming. (19 percent) and paying for a season of emerging markets with, for example, Clear content preferences are also shows (13 percent). consumers in Brazil being the most emerging between ‘live’ and ‘on- As well as leading the migration to new dissatisfied with their existing television demand’ consumption, reflecting the modes of consumption, consumers under experience, and those in Mexico being timeliness and urgency of the content 25 are also setting the pace in terms the most interested in viewing content experience. 59 percent of consumers of readiness to pay for content. They are via mobile. Such variations mean that prefer to watch news ‘live’, and 46 the most likely to agree to watch ads one size will not fit all in the global percent say the same about sporting as a form of payment (42 percent), and content delivery marketplace, and events. The strongest content genre the most likely to opt for any form of that media companies must think preferences for ‘on-demand’ consump- payment (45 percent) for downloading globally and act locally to achieve tion are sitcoms and dramas, both at TV shows digitally. high performance in the future. 23 percent. Television in Transition 3
  6. 6. Television in transition Figure 1: Programs watched weekly on alternate devices Alternate devices include mobile phones, PDAs and personal computers 8> 4-7 2-3 1 Any 0% 10% 40% 20% 30% Percent of respondents are questioning and bypassing the In parallel with adopting new modes New consumption models: the experience provided by the traditional of viewing and participation, mass-migration gathers pace television device. And as people get consumers are becoming increasingly The way people across the world the chance to see and experience new interested in the benefits offered by consume content is changing rapidly consumption opportunities, they are ‘enhanced television services’. These under the impact of new technologies becoming more dissatisfied with the are offerings that provide them with and devices. As a result, television is traditional television experience, and far greater control over their viewing shifting from its origins as a clearly- have begun to consume content in experience, through capabilities such identifiable stand-alone medium new ways. as viewing on demand, time-shifting towards a future in which it just one of and catch-up facilities. As Figure 2 According to IDC, today’s consumers an expanding array of devices through shows, three-quarters of consumers consume 70.6 hours of media per week, which people will choose to consume are interested in at least one feature but only 23 percent of this involves the content they want. of enhanced television services, with what we would call a traditional on-demand services regarded as the The Accenture Global Broadcast television device. Our research echoes most compelling feature, closely Consumer Survey 2008 confirms these findings by showing that three followed by the ability time-shift that the migration to new modes of out of 10 adults across the eight their viewing. These two attributes consumption is well underway and countries now watch some TV content underline that control of the gaining momentum. Consumers world- via alternative devices (see Figure 1). experience is what consumers wide — increasingly accustomed to want — and will ultimately get. unfettered access to content — 4 Television in Transition
  7. 7. Figure 2: Most compelling features of an “enhanced TV service” Watch same content on different platforms Able to access additional content related to program Having a catch up TV/Play it again facility Time shift/watch when you want View on demand content 0% 50% 10% 40% 20% 30% Percent of respondents …led by youth As consumers progressively win and exert this control, the global migration towards new consumption patterns is being led by consumers under 35 years of age, and especially those under 25. In virtually every country in the survey, the younger a consumer is, the less likely he or she is to be happy with traditional television (see Figure 3), and the more likely to be excited about consuming content via mobile or PC. So it is younger consumers who are setting the pace in terms of readiness to embrace new technolo- gies and try new consumption options. “Media companies don’t control the conversation any more.” Rupert Murdoch, Chairman, Newscorp Television in Transition 5
  8. 8. Figure 3: Level of happiness with current TV offerings by age 90% 80% 70% Percent of responts 60% 50% 40% 30% 20% 10% <25 years old 25–34 35–44 45–54 55+ Would enjoy watching content on a PC (Q6) Would enjoy watching content on a mobile device (Q5) Happy with current TV The message is clear: watch the youth Less likely to say they are satisfied “They need to • — they are the leading indicator, and with current television options; replace or expose the wave is coming. Our research More likely to watch content on • reveals many correlations between senior management alternative devices; consumers’ age and their attitudes and behavior about new viewing options. More likely to be familiar with to what 18-20 • These findings suggest that changes on-demand TV, and to prefer year olds want.” in behavior will accelerate as these watching content on demand; and young consumers gain greater spend- More willing to ‘pay’ to download • US Television executive, ing-power over time. For instance, content, whether by paying money compared to older consumers — and Accenture 2008 Global or agreeing to watch advertisements. especially those over 55 — the under- Content Study 25 set is: 6 Television in Transition
  9. 9. Television in Transition 7
  10. 10. Catching the up-wave The under-35 lead the way to future services. Figure 4: Proportion of consumers globally who found a feature of expanded television service compelling 55+ 62% Consumer Age 45-54 75% 35-44 77% 25-34 81% 81% <25 74% Total Audience 0% 100% 20% 80% 40% 60% Taken together, these characteristics willing to pay for downloading TV The under-35 set the context for the new content shows from a digital service. This demographic is consumption environment that will applies whether that payment is in emerge in the next few years, as these financial form (Figure 5), or by agreeing in the vanguard younger consumers become an ever watch commercials to subsidize the more dominant group in the user cost of downloading shows (Figure 6). when it comes to marketplace. As Figure 4 shows, Furthermore, respondents under 35 adopting new content consumers under 35 are more likely worldwide are more likely to say they than their older counterparts to find consumption patterns. would enjoy watching programming on some features of expanded television their PC (Figure 7 ) and are also more service compelling. likely than those 35 and older to say Under-35s, and more particularly they would enjoy watching program- under-25s, are also more ready and ming on a mobile device (Figure 8). 8 Television in Transition
  11. 11. Figure 5: Proportion of consumers globally who would opt for any form of payment (excluding advertising) for downloading TV shows 55+ 29% Consumer Age 45-54 34% 35-44 39% 25-34 43% 45% <25 37% Total Audience 0% 100% 20% 80% 40% 60% Figure 6: Proportion of consumers globally who would opt to pay nothing but watch advertisements within the program, for downloading TV shows 55+ 24% Consumer Age 45-54 29% 35-44 33% 25-34 39% 42% <25 33% Total Audience 0% 100% 20% 80% 40% 60% Figure 7: Proportion of consumers globally who enjoy watching a form of programming on their PC 55+ 46% Consumer Age 45-54 56% 35-44 60% 25-34 65% 74% <25 61% Total Audience 0% 100% 20% 80% 40% 60% Figure 8: Proportion of consumers globally who would enjoy watching a form of programming on a mobile device 55+ 13% Consumer Age 45-54 25% 35-44 31% 25-34 37% 48% <25 37% Total Audience 0% 100% 20% 80% 40% 60% Television in Transition 9
  12. 12. Loyal to content, not channels While young people are leading the migration towards new modes of consumption, a characteristic of all consumers — regardless of age — is that they select content based on content brand, rather than on the basis of channels. Figure 9: Relationship between channels and programs 1 or 2 channels 1 to 2 programs 3 channels 3 programs 4 or 5 channels 4 to 7 programs 6 to 10 channels 8 to 12 programs <10 channels <12 programs 0% 10% 40% 20% 30% Number of TV channels watched Number of programs watched As Figure 9 shows, over a third of type of device and consume whatever The ranking of their content prefer- consumers are watching more than six it delivers, consumers are looking to ences between the PC and mobile channels and programs every week — pick the device that best suits the platforms are summarized in Table 1. with one in eight watching more than specific content they want to consume. Consumers are keen to see full-length ten of each. People are not simply So the actual content — the type or TV programs via their PC, while the choosing a channel they like and then genre of programming — that they immediacy and portability of mobile watching the programs that air on it. are seeking to consume impacts the makes it more suited to public service Instead, they are switching to new channels where consumers express information such as news, and to user- channels to get to their chosen interest in viewing it. generated content. However, the most programs. These behavioral changes striking trend is the impact of age on In terms of content/device combina- herald further challenges in the future consumers’ eagerness to use alternative tions, consumers have already devel- around customer service — as described platforms, with younger consumers oped clear ideas about what type of in the accompanying box-out. universally ahead in terms of willingness content fits best on which alterative to consume content over PC A similar tendency for consumers to device. They are most interested in: or mobile. value content more than channels is Receiving news and information • evident in their attitudes to choosing via mobile device new technologies and devices for consuming content. Rather than Watching full-length television • wanting to switch wholesale to a new programming on the PC. 10 Television in Transition
  13. 13. The rising challenge of customer service and insight As consumers migrate to new forms of content consumption, it will be critical for providers to ensure that they are not only provided with offerings that work, but that they are fully supported with the advice and help they need — whether they are searching for specific content or simply trying to make the service work. This need will become all the more pressing and challenging as providers roll out offerings across different platforms in a range of geographical and infrastructural environments. Whatever the local environment, consumers will have little patience with offerings and channels that fail to deliver both the content and the positive user experience they expect. At the same time, to make their services a commercial success in different locations, providers will need to focus on understanding how consumers of various ages and in different geographies decide which programs to watch on what platforms. They must then provide those target consumers with the services, help and guidance they need to find the right content via the right device. “There will be an Table 1: Consumers’ content/device preference, globally increasing schism Mobile PC between the Public service info Full TV show episodes high-end network production, meaning Content I create Public service info prime-time, and New content not normally on TV New content not normally on TV low-cost, digital Full TV show episodes Content I create material produced Program highlights Program highlights in collaboration Shortened versions of shows Shortened versions of shows with users.” UK Television executive, Accenture 2008 Global Content Study Television in Transition 11
  14. 14. “All the networks are looking to ads to create revenue from new digital media, as seen with Hulu and” Bruce Rosenblum, President, Warner Television Studios Recent events have already highlighted To date, on-demand has not yet about advertisements, while those in signs of the emerging alignment emerged as the clear winner over Spain dislike them the most. between particular forms of alternative content viewed live. But the patterns In terms of how people will pay consumption and specific content emerging in our research findings, for shows that they consume, our genres. For example, in March 2008 driven by the youth, make it clear that consumer research reveals a familiar NBC Digital Entertainment announced on-demand content is going to become paradox. As we have just seen, respon- more viewers than ever before were more important over time, and that dents cite advertisements as the most watching entire online episodes on the linear schedule will become dissatisfying part of watching live TV — its NBC Rewind video player, with correspondingly less important. but the single most popular choice as 92 percent of users who start an NBC While younger consumers are leading a way of paying for downloading TV video watching the whole episode. the trend towards on demand, shows from a digital service is by consumers of all ages say there is agreeing to view adver-tisements in Young consumers vote for a lot they do not like about live TV. the programming. This advertising- on-demand over live content These points of dislike suggest that based option is favoured by 33 percent all consumers will ultimately move of consumers, followed by a variety of A further factor in the content/device towards favoring on demand, redou- financial payment options including decision is between content consumed bling the momentum towards on paying a monthly fee for unlimited live or on demand. Here, younger demand consumption. As Table 2 downloads (19 percent), paying for consumers under 25 are again setting shows, advertisements lead the way in a season of shows (13 percent), per the lead, expressing a greater prefer- terms of the elements people most dis- episode (5 percent), and per network ence than older people for consuming like, followed by the inability to rewind (4 percent). As we mentioned earlier, many types of content on demand and the restrictions of linear schedules. younger consumers are happier than (see Figure 10). Similarly, fewer younger However there are significant local their older counterparts with the respondents prefer live content when variations — with consumers in Mexico, idea of having to make any form of compared to older people. for example, being the most relaxed payment for digital content. 12 Television in Transition
  15. 15. Figure 10: Consumers’ on-demand viewing preferences Reality programs Sporting events Game shows News Lifestyle/cooking/ home Soap opera/serials Sitcoms Dramas 10% 0% 30% 20% Under 25 All Table 2: What consumers dislike about watching “live” TV by geography Combined Brazil France Germany Italy Mexico Spain UK US Commercials 64% 50% 63% 57% 68% 49% 73% 65% 59% Can’t 40% 48% 38% 39% 37% 30% 47% 40% 36% rewind Can’t watch 38% 40% 37% 37% 35% 22% 50% 36% 30% when I want Content not 13% 40% 14% 14% 8% 16% 17% 14% 11% appealing Can’t watch 8% 20% 8% 7% 12% 17% 10% 5% 6% away from home Can’t 7% 29% 3% 5% 13% 11% 10% 4% 5% interact Can’t rate 7% 29% 4% 5% 11% 8% 12% 3% 3% Television in Transition 13
  16. 16. Figure 11a: Consumer interest in Mobile United States 23% Mexico 66% Brazil 51% United Kingdom 31% France 26% Germany 25% Italy 44% Spain 41% countries. It is a world in which global A diverse and multi-polar economic activity, spending power, world of consumers innovation and capital flows are As we have described, one of the increasingly dispersed across the world. clearest findings of our research is One of the defining characteristic of that younger consumers worldwide the Multi-Polar World is the emergence are leading the migration towards of an additional billion-plus high- new forms of consumption. However, spending, aspirational, middle-class our study also reveals clear geographic consumers into the global marketplace. variations in terms of consumer tastes, These new consumers tend to be expectations and aspirations. young, ambitious and early adopters of These variations align closely with new technologies and devices. In our Accenture’s concept of the multi-polar research in Mexico and Brazil, as else- world. This encapsulates a major where, it is young consumers who are reshaping of the world economic order, leading the demand for and adoption reflecting the rapid rise of developing of new modes of consuming content. nations onto the world stage, and the These responses are often influenced collapse of the traditional clear divide and shaped by the offerings and infra- between developed and emerging structure available in each country. 14 Television in Transition
  17. 17. “People want content more than ever… Quality is more important than ever, because the marketplace is more ruthlessly competitive. Options are not merely one click of the remote away; devices undreamed of a few short decades ago are at least as tempting as a change of the channel.” Rupert Murdoch, Chairman, Newscorp Figure 11b: Consumer interest in PC United States 50% Mexico 66% Brazil 59% United Kingdom 57% France 61% Germany 55% Italy 66% Spain 75% Figure 11c: Consumer willing to pay download United States 28% Mexico 75% Brazil 46% United Kingdom 35% France 42% Germany 26% Italy 50% Spain 42% Television in Transition 15
  18. 18. A world of variety Figure 12: Proportion of consumers saying content on demand is one of the most compelling features of an enhanced television service 80% 60% 40% 20% Age of <25 25-34 55+ 35-44 respondents 45-54 Figure 13: Number of programs watched in a typical week on alternative devices – by age and geography Key 60% Brazil France Italy 40% Spain United Kingdom 20% Germany United States Mexico Age of <25 25-34 55+ Average 35-44 45-54 respondents Some of these key variations in Similar influences from local offerings The overall message consumer responses across the world and infrastructure are also evident is clear: our research are summarized in Figure 12. Crucially, when we ask consumers in varying these demonstrate that the pace geographies how many programs paints a picture of and nature of the ongoing change they currently watch each week on in consumer tastes, expectations alternative devices. As Figure 13 a diverse, consumer- and aspirations varies in different shows, young French consumers are led, multi-polar world, geographies worldwide, often the most active watcher of content on reflecting differences in local new devices, while Italians of 35–44 where overarching offerings and infrastructure, are leaders their own age group, and especially in emerging markets. older Brazilians have yet to catch on. trends and strategies may be global, but For example, when our consumers Such findings underline the fact that worldwide are asked whether content a one-size-fits all approach to digital local execution on demand is one of the most services will not work — and that compelling features of an enhanced providers must factor local conditions requires local television service (Figure 12), Brazilian and behaviors into service design and knowledge and consumers are the most positive in roll-out, alongside the content genre every age-group, reflecting their high and type of device. awareness. level of dissatisfaction with their existing television experience. 16 Television in Transition
  19. 19. Television in Transition 17
  20. 20. Achieving high performance in the emerging media landscape “Change inevitably takes longer than you think to happen, but when it happens, it’s more profound than you could have imagined.” UK television executive, Accenture 2008 Global Content Study Given the findings of the Accenture A shifting balance… …involving three key factors Global Broadcast Consumer Survey Throughout our findings, the clearest As consumer preferences continue to 2008, what steps should companies dynamic among consumers globally change, and as their collective power across the media, communications, is their absolute demand for control continues to grow, our research technology and retail sectors be over their viewing experience: a confirms that companies trying to taking now to ensure they are greater ability to watch what they meet, capture and monetize consumer positioned for high performance want, when they want, via the device demand for digital content anywhere in tomorrow’s global consumer they want. in the world face a complex three-way marketplace for digital content? balancing-act. The three factors that Our research and industry insights Power has already shifted substantially they must reconcile are all distinct yet have enabled us to identify the key to the consumer, and will continue to closely interrelated, each exerting a strategic mindset that high perfor- do so. Linear TV is not dead — indeed, substantial influence on the other two. mance companies in this space will it will be a very long time before this The three factors are: need to possess, together with three happens — but, as our study makes core attributes that will determine The content genre • clear, non-linear consumption is on how successfully they execute and The consumption device • the rise, and is increasingly where realize their chosen strategic agenda • The infrastructure and offerings consumers’ interest and excitement in the evolving multi-polar world. available in the local geography. are focused. This transitional phase is characterized by the current blurring Any content-based strategy in any of boundaries around what constitutes marketplace across the world will only a TV experience. Catch-up viewing via succeed if it takes these three factors the PC? YouTube clips on a mobile? into account. And each of the three Self-generated movies on an iPod? factors has a significant local element. It actually doesn’t matter whether For example, will the content genre these are categorized as television play well with consumer tastes in the experience. What matters is that local marketplace? Is the consumption consumers want them. device widely available and suited to local lifestyles and budgets? And is the 18 Television in Transition
  21. 21. Content innovation: two current examples There are several examples of major content companies innovating with new approaches to content. In February 2008, US media conglomerate The Disney-ABC Television Group launched Stage 9 Digital Media, which will focus on creating original short- form programming, blending creativity with superior production quality. The studio's experimental new content premiered with the comedy series Squeegees in a co-exclusive premiere on and YouTube, with the initial run sponsored by Toyota. And Warner Bros. TV says it is creating its own ad-supported channels, while its Studio 2.0 operation, which produces short-form videos for broadband and mobile, is working on more than 20 projects at a total cost less than that of an hour of a broadcast network drama. “Participation with local network infrastructure sufficiently These attributes must be delivered in developed to deliver the content in the context of the multi-polar world — the audience for high quality to consumers via the tar- where innovation and consumers are get device? increasingly dispersed around content companies the world. On innovation, it is no coin- Thinking global, acting local cidence that major content will be unrecogniz- producers are currently making a In our view, this means achieving this able in the next series of acquisitions in emerging success will require a strategic ability markets, seeking access to innovation, five years. There's a to think globally and act locally — talent and content that they can what we term a ‘glocalized’ capability both leverage locally and recycle whole kind of user — across multiple devices and content to developed and emerging markets genres/formats. Given the fast-moving generated transfor- worldwide. And in terms of nature of consumer demand world- consumers, the combination of mation underway.” wide, flexibility and speed of develop- rising user spending-power, declining ment, launch and response will be costs and advancing technology is UK television executive equally critical. So companies will making it ever more viable and need the operational and executional Accenture 2008 cost-effective to target identifiable ability to streamline R&D, bring new Global Content Study niche groups of consumers, be they the products to market quickly, and scale Indian diaspora in the UK or Hispanics up fast when something takes off. in the US. Here again, there are major cross-border opportunities in the multi-polar world. Television in Transition 19
  22. 22. Four steps to high performance “Digital media has levelled the playing field, opening doors for anyone to have immediate and unlimited access to an audience. But content must evolve with the platform.” Mark Pedowitz, President, ABC Studios Taking all these factors into account, in each marketplace to monitor Implement the right product creation here are Accenture’s four steps to and understand consumer behavior and delivery infrastructure, including future high performance for media through sophisticated CRM flexible production, post-production companies: techniques. and distribution capabilities and capacity, while seeking out and exploiting opportunities to streamline Think global and act local, applying Build a robust capability to and automate the production process. flexible ‘glocalized’ management of productize and monetize content the three-way balancing-act of con- managing rights, technology and tent genre, consumption device, and Create differentiated customer content formats. This must be done local infrastructure/offerings. Striking service capabilities. Consumers rigorously to ensure that content can the right balance requires companies worldwide want access to content be repurposed, packaged and bundled to have the technology in place to anytime, anyplace, and they want quickly and effectively across different know their customers and their habits, it to work first time. Customers devices and geographies. New mediums aspirations and expectations. This are also increasingly demanding of need to be well positioned for delivery information must then be applied to service quality and consistency. In in response to changes in consumer ensure that the right consumers are the multi-screen media environment demand, the available infrastructure, targeted with the right content at of the future, effective and responsive and new devices. Companies need to the right time and place, and via the customer service will be more impor- right device to suit both the type of leverage technology better to build tant — but even more challenging content and local tastes and lifestyles. to deliver. Crucially, the challenges the ability to understand their rights. This comes down to knowing the will vary depending on the legacy customer, meaning that companies capabilities that each participant in need to ensure they have the ability the value chain brings to the party. 20 Television in Transition
  23. 23. “What do audiences For example, media companies have The quotes from industry leaders in historically been business-to-business this report — some drawn from want? In all areas operations, and have not needed to Accenture’s 2008 Global Content build sophisticated customer service Study — underline the extent to which of television they functions. In contrast, a mobile consumers are now in control of the communications company already agenda. The high-performance media hunger for surprise.” has a strong customer service companies of the future will be those capability. In the multichannel world, that enable consumers to exert this Stephen Poliakoff, the mobile operator will need to control and thereby enjoy the content leading screen writer improve its focus and capability to they want through the right device. support users of content-rich services We believe the four steps above will more effectively, while the media enable a business to do this effectively, company will need to start building consistently — and profitably. or sourcing such a capability if it is going to be successful in interacting directly with the consumer. Television in Transition 21
  24. 24. About the Accenture Consumer About the Media & About Accenture Entertainment Group Broadcast Survey 2008 Accenture is a global management For more information on this study consulting, technology services and The study was fielded for Accenture and what Accenture can do to help outsourcing company. Combining by Opinion Research Corporation you reach high performance in your unparalleled experience, comprehen- (ORC) at the beginning of 2008. convergence business, please contact: sive capabilities across all industries The results are based on telephone and business functions, and extensive and on-line interviews. Greg Douglass research on the world’s most success- Global Managing Director All efforts were made in good faith to ful companies, Accenture collaborates Accenture Media & Entertainment secure a balanced and representative with clients to help them become sample of respondents across all high-performance businesses and gov- countries. David Wolf ernments. With 178,000 people in 49 Global Digital Transformation Lead countries, the company generated net Author: Ross Sonnabend Media & Entertainment revenues of US$19.70 billion for the Contributions: Julia Martin Wright fiscal year ended Aug. 31, 2007. Its Website and David Wolf home page is entertainment Copyright © 2008 Accenture. All rights reserved. Accenture, its logo, and High Performance Delivered are trademarks of Accenture.