IBC: Survey Finds Most Media Executives Believe Digital Platforms Boost TV Viewing

Two-thirds optimistic about their businesses over the next five years, according to new research by Avid and Ovum

By George Winslow -- Broadcasting & Cable, 9/7/2012 10:00:00 AM

Complete Coverage: IBC 2012

Broadcasters and media executives are generally optimistic about both their traditional businesses and the prospects of their new digital distribution channels, with 75% of media executives believing that online, social media and mobile platforms help drive TV viewing, according to a new survey issued at IBC by Avid and Ovum.

Two-thirds of media organizations surveyed were also optimistic about their future, believing that new distribution platforms offer an unprecedented opportunity for business growth. They identified the three drivers of their growth as increased audiences, multiplatform distribution, and growth in advertising revenues.

The survey also found that this confidence in the potential of digital platforms is also pushing a shift in the way broadcasters relate to their audiences and the investments they are making in their future, with multiple platform delivery, cloud solutions and the delivery of more personalized content becoming a high priority.

"Media organizations worldwide are moving from addressing homogenous audiences to delivering personalized experiences," said Gary Greenfield, CEO and chairman of Avid, in a statement. "This change in the relationship between broadcasters and their audiences also forces a change in business models, and places new demands on how compelling, high-quality content is created, managed and delivered. At the forefront of this shift, Avid is delivering solutions today that let our customers capitalize on these new emerging opportunities."

In terms of the shift to more personalized content, nearly four-fifths of the sample (78%) said that within the next 10 years, most content will be customized based on the profile attributes of the individual viewers and 85% of respondents felt that multiplatform distribution will be critical to capturing new growth opportunities.

As this content is personalized, two-thirds of respondents to the survey also believed that "asset-based workflows will enable new business models, and over 70% say they will result in OPEX savings," Avid reported in announcing the results. 

The survey also highlighted some strains in the broadcast infrastructure that could limit some of this potential. On average, media producers reported that over a third of their archives could be profitably monetized but remain inaccessible and unavailable for such use.

As multiplatform distribution becomes more important, the survey also found growing interest in cloud solutions. Even though only 23% of the respondents are using a cloud infrastructure today, over 75% are currently exploring cloud deployment for the future. The survey also found that the cloud "is viewed as a mechanism for enabling new business and distribution models, as well as a means to reduce infrastructure costs and enable new collaborative workflows."

The Avid broadcast survey was conducted from July through August 2012 by Ovum Research and is based on interviews with more than "200 executives and decision-makers from leading broadcast and post and professional organizations in Europe and North America," the companies explained.

A summary of the findings can be found at www.avid.com/researchreport.