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Building Product at a Media Company by Dir of PM at Disney 

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Product Management Event at #ProductCon Los Angeles with Rachel Bailin, Director of Product Management at Disney

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Building Product at a Media Company by Dir of PM at Disney 

  1. 1. www.productschool.com Building Product at a Media Company by Dir of PM at Disney
  2. 2. Join 40,000+ Product Managers on Free Resources Discover great job opportunities Job Portal prdct.school/PSJobPortalprdct.school/events-slack
  3. 3. CERTIFICATES Your Product Management Certificate Path Product Leadership Certificate™ Full Stack Product Management Certificate™ Product Management Certificate™ 20 HOURS40 HOURS40 HOURS
  4. 4. Corporate Training Level up your team’s Product Management skills
  5. 5. Rachel Bailin S P E A K E R
  6. 6. 6 By Rachel Bailin Building Product at a Media Company
  7. 7. 7 Hi, I’m Rachel.
  8. 8. 8 Change is the only constant
  9. 9. 9 Connectivity is shifting our habits
  10. 10. 1 0 ONLINE OFFLINE Celluloid > Theater Chains > Projector Video Tapes > Retailers/Rentals > VCR Network Broadcast > Local Relay > TV Antenna Channel Feed > Cable Providers > Cable Box Audio Master > Record Store > Home Stereo Digital Simplifies Distribution Stream URL > Any Internet Connection > Any Device
  11. 11. 1 1 Digital Enables New Experiences Video On-Demand User-Generated Content Personalization Bookmarking HD & 4K Virtual Reality Interactive Streams Metadata Likes & Commenting 20th CENTURY 21st CENTURY 1878 - Motion Picture 1895 - Radio 1896 - Movie Theaters, Film Camera 1927 - Talkies 1928 - Television 1932 - Color film 1950 - Cable TV 1976 - VHS
  12. 12. 1 2 PART 1: OLD MEDIA
  13. 13. 1 3
  14. 14. 1 4
  15. 15. 15
  16. 16. 1 6 CMS/VMS: Assets, Categories, Metadata, Schedule Engines Ingest Assets CORE UX: Organize Catalog for Discovery, Retention, User Flows Google BIZ RULES: Paywalls, Ads, Auth, Analytics, Entitlements, Location, Blackouts, Etc Mobile UX Syndicate to Partners VIDEO STACK: Encoding, Clipping, Pipes to Cloud Web UX Living Room UX Product Orchestration Layer A MODERN OTT STACK, END-TO-END, IN 2019 Apple Facebook Amazon Etc iOS Android Web Chromecast Mobile Web Roku XBOX / PS Fire TV Apple TV Etc CLOUD: Storage, Security, CDN, Caching, Failovers Delivery
  17. 17. 17 “Oh no”
  18. 18. 18 Internal Tools Stakeholders Consumers Creative/Content Video
  19. 19. 19 Old Media Opportunity BE THE BEST STORYTELLERS • Send high-value content to SVOD • Keep investing in bold, visionary productions • Resist over-personalization
  20. 20. 20 Old Media Opportunity SHIFT FROM AUDIENCES TO USERS • Product Analytics instead of Nielsen, ComScore • Quit thinking in outdated demographic boxes • Build clear, delightful user experiences
  21. 21. 21 Old Media Opportunity EVOLVE PRODUCTION • Streamline workflow with cloud tools • Align production with the user experience • Explore user-generated content • Keep hiring best in class content teams to partner with Product
  22. 22. 22 Culture of Tech Business Uncertainty Old Media Challenges Conflicting Strategies
  23. 23. 23 If you ask 5 different executives at a studio what their digital strategy is, you’ll get 7 different answers.
  24. 24. 24 PART 2: NEW TECH
  25. 25. 25
  26. 26. 26
  27. 27. 27
  28. 28. 28 Nobody knows anything. Not one person in the entire motion picture field knows for a certainty what's going to work. Every time out it's a guess and, if you're lucky, an educated one. William Goldman
  29. 29. 29 Deep Understanding of Users Global, Localized Subscriber Base New Tech: Opportunities Innovate — New Experiences Best Streams — Stability, Security, Quality
  30. 30. 30 Cultivating Brand, Trust, and Voice Production Culture New Tech: Challenges Take Risks — Can’t Optimize Storytelling
  31. 31. 31 Finish
  32. 32. www.productschool.com Part-time Product Management Training Courses and Corporate Training

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