AN INCREASINGLY CREATIVE VALUE CHAIN
Brands are not the only ones to innovate, adopting new strategies and technologies to create value. The U.S. is a particularly interesting case in point. Cablevision, a regional cable TV provider, identified an opportunity in its Long Island, New York market: inter-school sports competitions. As a result, the group became the broadcaster of live sports programs in the Long Island area, providing yet another reason to build subscriber loyalty. This example makes the most of TV Everywhere authentication solutions, which protect proprietary content while giving subscribers access to their programs wherever they are, whenever they want.
Channels are also adding access to exclusive online content to the reasons for subscribing to their offering. HBO, renowned for its series, has even gone so far as to [consider] a partnership with Internet service providers to be broadcast online and acquire new subscribers who would not have cable, and thus compete with major online video players such as Netflix.
WHAT THIS MEANS
The proliferation of mobile devices has transformed our vision of television, and its role in the entertainment ecosystem. Brands and media outlets looking to get closer to their customers now realize that their audiences are looking for a personalized video experience. Whereas the paradigm of traditional television was linear (production then broadcast), digital offers a fully programmable space. This convergence makes the future of television as much an editorial challenge as a technical one. Audiences have changed, and everyone now has their own expectations in terms of video consumption experience and content choice.
Instead of the linear, volume-based value chain we used to know, a multiple network combining volume and value is emerging as the way of the future. Brands and media today need technical solutions that enable them to reach their audiences through video content present on any media or platform.