Chello DMC urges broadcasters to localise channels to stay relevant

Editor | 15-12-2012

Even though it believes that there has been a tangible move towards adjusting language and programming for individual countries, tailoring channels to national idiosyncrasies, Chello DMC is warning that the rate of change across the industry is not great enough.

Moreover, argued Jelmer Kleingeld, Vice President Commercial Operations, Chello DMC, in a connected, increasingly non-linear world, the mounting challenge is for channel brands to stay relevant and that in this context not only does programming have to be sensitively localised, content needs to be localised and extended to an ever-expanding variety of screens each of varying sizes.

Analysing the full extent of this trend, Kleingeld calculates that approximately four-fifths of TV content broadcast around the world is still not localised in any way.

Yet for those that have localised their channels, Kleingeld says that the benefits are clear. “Audience engagement increases, the value of content is maximised and there is a commercial opportunity to be exploited,” Kleingeld asserted. “Whilst the localisation process might sound complex, creating a feed of multiple languages in multiple formats ready for local content and advert insertion is tried and tested and increasingly commonplace.”

Despite this optimism and what seems a clear opportunity, Kleingeld warned that broadcasters faced a commensurate challenge and bearing down on the industry. He argued that the growth of OTT services has opened up a whole new realm of possibilities and paths to reach audiences through TV sets, broadband and mobile devices but that this has added another layer of complexity.

“Consumers want great content first and foremost but are increasingly varying the means of technology to access it. Historically we have seen a slow migration of new services from West to East,” Kleingeld added. “However this isn’t the case with TV everywhere where the demand for content has arrived at the same time across Europe almost irrespective of what has gone before…

"Operators need to deliver through existing or new networks and need to understand the benefits and pitfalls of setting up new content distribution paths. Wherever content is delivered is irrelevant technically speaking…

"A whole world of opportunities has opened up. In the new IP meets TV world, localisation of the distribution path has joined localisation of content as a crucial requirement for channels to stay relevant to the TV audience of the future. It is this adaptability that channels need to embrace to ensure content is made available to the widest possible audience and the value of content is maximised.”