Premium content, addressability and contextual reference are the driving force to deliver the scale of TV advertising, but what’s holding broadcasters back from unlocking a $7billion TV advertising revenue opportunity and fulfilling their full ad potential? Last December, media executives from all over gathered in London to attend The Future of TV Advertising Forum. CaitlinRead More
We have major hitters signed up for our joint event on Thursday, October 19th with the NAB; The Future of TV Content Strategy: How To Master Programming, Rights, and Distribution in a Multichannel Marketplace. Our CEO, Lorne Brown, will be moderating this event with the help of Mitch Oscar and expect a lively closed-door discussion with top media companies. The group will talk about how audience data and advanced TV are changing measurement, rights, and programming. We’ll create a roadmap to determine how to profit from these changes rather than lose control to middlemen and bad metrics.
The future of content is a hot topic right now because media companies are getting under-compensated:
- Content is being bought and sold on new channels through streaming services, digital video and more.
- Advertisers are looking to buy audiences, which is hard to account for across so many under-reported channels.
- Media companies lack processes and technologies to optimize content distribution.
There is a direct correlation between programming and value.
For a TV programmer or station group, content and revenue are connected: the better the ratings, the better the ad revenue, the more distribution fees they get from the cable companies. New media companies have different models that are still being proven.
There are many problems associated with managing content across so many different business models, compared to only a few years ago:
- Data needed to create a great schedule is fragmented (audience, ratings, searching historical, genre, long form/short form).
- Content has a big data/action problem. Even if you create a “product list” for your schedule, there is a need to adjust in real time, and standard APIs don’t exist in the space.
- Content is going beyond the guide, becoming more strategic in non-linear environments (OTT, VOD.) See here how Disney just acquired BAM Tech.
Why do these things matter? Amazon and Netflix are rewriting the rules.
Content companies, while benefiting from relationships with the MVPDs, also suffer because they are limited in their ability to go direct to the consumer, and rely on metrics, technology, process and audience data that aren’t well suited to a fluid digital world. Nielsen doesn’t measure well enough to capture time-shifted viewing. Manual planning can’t account for the preferences of millions of consumers on different screens and delivery channels.
During our session, we’ll discuss the new business models of content, the operational blockers to growth & identify the capabilities needed to help content TV companies be successful.
We’d love for you to join us. You can request an invite here. (this is a private event for TV, Media, and Programmer Executives only).