IBC 2012: New distribution channels, shift to personalised experiences drive broadcast revenues

Joseph O'Halloran | 08-09-2012

Broadcasters should be making a strategic shift to deliver personalised experiences to viewers across multiple platforms and devices to enable profitability, a new study from Avid is suggesting.

The independent survey, conducted in association with Ovum, found that two-thirds of media organisations are confident about their future, believing that new distribution platforms offer an unprecedented opportunity for business growth.

Moreover, three quarters of media executives believe online, social and mobile platforms actually drive audiences to watch incrementally more television content, with broadcasters believing that content itself, not just content services, will become increasingly customised, based on profile attributes of the individual viewer and viewing context. Indeed, 78% of respondents say that within the next 10 years most content will be customised based on the profile attributes of the individual viewers.

“Media organisations worldwide are moving from addressing homogenous audiences to delivering personalised experiences,” said Gary Greenfield, CEO and chairman of Avid. “This change in the relationship between broadcasters and their audiences also forces a change in business models, and places new demands on how compelling, high-quality content is created, managed and delivered.”

Avid cautioned that new business models and the need for operational effectiveness are increasing the demands placed on media asset management and production infrastructure. On average, media producers report that over a third of their archives could be profitably monetised but remain inaccessible and unavailable for such use.

Two-thirds of respondents say that asset-based workflows will enable new business models, and over 70% say they will result in OPEX savings. 85% of respondents feel that multi-platform distribution is critical to capturing new growth opportunities.

The cloud is viewed as a mechanism for enabling new business and distribution models, as well as a means to reduce infrastructure costs and enable new collaborative workflows. Even though only just under a quarter of the respondents are currently using a cloud infrastructure today, over three times this amount are exploring cloud deployment for the future.