Analyst: maximising content assets value needs more than addition of “black box” solution
Joseph O'Halloran | 24-10-2013
Informa Telecoms & Media is warning the pay-TV industry that as it seeks to get optimum value from its content assets it may be over-emphasising content discovery to the detriment of other pressing issues.
Revealing more insights from a survey of 500 TV executive in its Future of TV 2013 survey, Informa analyst Nick Thomas noted that the result suggests respondents see content discovery as the single most important service for unlocking future content revenues from users. After content discovery and recommendation, the next development priorities were network DVR, next generation set-top boxes (STBs), integration of third-party over-the-top (OTT) services and new audience measurement techniques.
As an indication of how important recommendation was, cited by 37% of respondents, only 12.1% indicated the next-most popular option, network DVRs. The analyst also found that neither audience measurement techniques needed to effectively monetise multiscreen video consumption nor personalised advertising were identified as the top priority by more than 5% of respondents. “Connecting viewers with the content they really want to see is seen as the holy grail for pay-TV operators,” Thomas observed.
Yet Informa warned that while recommendation is very important, the answer to maximising the value of content assets was more nuanced than the addition of a “black box” solution. “An over-emphasis on content discovery may cause operators to ignore other pressing issues,” Thomas added. “Developing effective advertising strategies, especially from non-broadcast platforms, should in our opinion be a higher priority for pay-TV operators than these results suggest.”
More results from the Future of TV 2013 survey are available
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