Taiwan is a particularly interesting media market — and a notable case study for any broadcaster or publisher to follow. With a population of 23 million, the country fosters a vibrant and free media landscape which leads to incredibly intense competition to capture audiences' attention. Consider that Taiwan has at least 6 twenty-four hour news stations1, more than 2,200 newspaper publishers2, approximately 170 radio stations, 5 terrestrial TV stations, 61 pay TV operators, and 161 satellite broadcast providers3.
So how do broadcasters and publishers succeed in Taiwan? Brightcove drove that very discussion at our most recent Taiwan Video Forum, a quarterly thought leadership event for media executives in the region to discuss the latest online video trends and issues impacting their businesses.
We had 75 executives in attendance and live streamed to 100 more with our new “live-event-in-a-box” solution, Gallery Live Event. We also demonstrated how quick and easy it is to publish videos with Brightcove — and in true Taiwanese-style — we shared a QR code so that audiences could sample live video in their device’s native browser. In a matter of seconds, people were taking out their phones to witness the player dynamically load, and to see the video being streamed seamlessly on their mobile screen. Lastly, we showcased Video Cloud’s capabilities for reporting and analytics by using data gathered directly from our live and VOD demos shown earlier. Attendees got a first-hand glimpse of how Video Cloud analytics captures audience interest and engagement levels.
Here is a snapshot of the key points from the conversation:
- Content: The consumption of media content has shifted for audiences everywhere and Taiwan is no exception. The opportunity is ripe for publishers and broadcasters to create both new content for online services and apps and short-form content targeted at specific demographic segments to monetise video effectively across web, mobile and social channels. One example worth noting is The News Lens’ 77-second daily news digests which are snackable videos designed to appeal to millennials and are optimised for mobile consumption and social sharing.
- Engagement: Interactivity in video has been a promise for many years, and we may have reached a point where that promise has become a reality on a meaningful scale. Interactive hotspots and overlays that fire up secondary clips, information, or features for viewers to “click-to-buy” provide an engagement touch point that was never possible with traditional TV. Now, media organisations can take advantage of customised video experiences to enable new forms of audience engagement, and also leverage these opportunities for monetisation. Brightcove customer Mi9’s enhanced fan experience for Australia’s annual State of Origin rugby series showcases how interactive video can redefine the fan viewing experience.
- Reach: Publishers need to reach audiences when and where they consume content which requires multi-platform delivery. This becomes a challenge with ongoing device fragmentation. However, a roadmap-style approach to launch, based first on research and then on the analytics of viewers, can provide key insights into the potential reach of the publishers’ content. Video Cloud’s comprehensive reporting and analytics capabilities enable publishers to track these behaviours to make data-driven business decisions.
Stay tuned for our next event in Q2 of 2016, where we will discuss the online video trends to watch in the coming year, how to create responsive video experiences and much more.
1 Media frenzy in Singapore ahead of historic summit between China and Taiwan
2 National Communications Communication, Mar 2012: Taiwan
3 National Communications Communication, Dec 2015: Taiwan
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