Big data transformation and analysis to unlock the future of TV

DetailsEditor | 31 March 2015

The potential of big data in the TV world has long been lauded, but to date not used fully, however a new research note from Gfk is plotting out a prosperous future.

In its analysis Big Questions, Big Answers: Will harnessing smart data for audience analytics save the broadcast industry? the research firm noted that increasingly companies are offering more subscription-based and registration services and collecting vast amounts of data about audiences and users. However most of the potential, described by the analyst as immense, is still going unused.

"Currently, everybody is engaged in data experimentation and there is a lot to fight for," said Niko Waesche, Global Lead of the Media and Entertainment Industry at Gfk. "There are some key questions and challenges around the use of big data, especially within a rapidly evolving TV consumption model."

Indeed these challenges include data types , said Gfk, as a diverse and increasingly demanding TV audience has forced operators to move away from asset-based data to more powerful behavioural analysis to better understand and respond to the needs of content curators and advertisers.

Gfk observed that behavioural data could unlock new insights by capturing the who, what and when of the viewer, and places it in context alongside more traditional asset-based data such as plays and subscribers. Yet it cautioned that large amounts of behavioural and asset based data would only become valuable through intelligent transformation and interpretation, enabling a better understanding of the audience and emerging trends.

"Capturing and acting on behavioural data requires different capabilities and analytics from a purely asset-based approach," added Tom Weiss, CEO of Genius Digital, a partner company of GfK. "Broadcasters and cable providers should assess their capabilities now if they seek to remain competitive."