What We Learnt From IBC2016
So what did we learn at IBC 2016?
The biggest challenges facing broadcasters and media companies are three-fold: creating efficiencies within their own business; maximising the value of their content; and competing with newer more agile digital rivals.
Disruption in the industry is not just coming from the outside (OTTs, IT giants, etc.) but also from within. The transition from a proprietary hardware approach to a COTS-based, IT hardware – in conjunction with industry-specific software – one is shaking up the way the industry has run almost since its inception, taking broadcasters and media companies from their traditional CAPEX to an OPEX business model.
For technology suppliers, this move to OPEX means they have to reinvent the way they serve customers for whom increased operational efficiencies are mission critical. This is where IT has an increasingly important role to play. Again, this presents challenges for the so called “heritage” suppliers; IT companies can bring new technology and services to market very quickly – and far more cost effectively.
Connecting with audiences is central to the business of broadcast. As highlighted by the annual IABM State of the Industry event at IBC 2016, technologies like cloud and IP are just the latest tools that allow media owners and broadcasters to do this.
For its part, cloud is bringing very real transformation to all verticals and the media industry is no exception. The adoption of cloud technologies fits neatly with an OPEX approach and cloud will drive the move from a license fee model to a subscription/on-demand based one. Interoperability and efficiency are the two primary factors that make cloud so attractive.
Data is also moving to the centre of the media industry and the ability to interpret it is central to broadcasters’ understanding of their business and the ability to deliver a personalised experience and maximise the value of their content. It’s critical to market your content right and create greater efficiencies; data and the ability to analyse it are vital here.
In summary, adaptability and creating real value for consumers with a more compelling, personalised content offering are key. These factors will be central to helping broadcasters and media companies to turn the current challenges into real opportunities as we move into the next phase of evolution. The good news is that the technology to make this happen is already available and evolving rapidly.
Key Facts And Figures:
- 78% of broadcasters want to buy best of breed technology from multiple vendors – interoperability if key- and directly from the vendor.
- 35% have already deployed cloud, 35% are likely to deploy cloud in the next two-three years.
- 49% say interoperability is very important to their purchasing decisions, 36% say it is important.
- 59% of respondents are completely unfamiliar with the major interoperability initiatives (AIMS, AMWA, etc.).
*Figures taken from the IABMState of the Industry Survey 2016