1. Accenture Media and Entertainment
Television in Transition
Evolving consumption habits in
broadcast media worldwide
Accenture Consumer Broadcast Survey 2008
2. findings from the study, as well as conducted among consumers living
Survey Methodology
highlights the implications for media, in major cities in Brazil and Mexico.
The Accenture Broadcast Consumer technology and communications Because of variations in the national
Survey 2008 is based on a detailed, companies operating in this dynamic omnibus services available in each
questionnaire-led research study and evolving sector. country, the age of the adults
involving a total of 7,000 consumers surveyed differed, with adults aged
The research program consisted of
across eight countries. Throughout 16-54 interviewed in Italy and Spain,
a series of online surveys using a
the research we took pains to elicit and adults aged 16-64 interviewed
standardized questionnaire, conducted
the frank views of each of these in France, Germany and the UK. In
by Accenture among approximately
interviewees through balanced and the US, a national online omnibus
1,000 demographically-representative
detailed questioning that revealed reached adults aged 18 and older.
adults each in France, Germany, Italy,
their true perceptions and aspirations, In Brazil and Mexico, the telephone
Spain, the United Kingdom and the
without leading them towards any survey was conducted among adults
United States. A further 500
particular viewpoint. The following aged 18 to 64.
telephone interviews each were
summary presents some of the key
3. Welcome to the executive summary
of Accenture’s Consumer Broadcast
Survey 2008
The survey was conceived and retail strive to achieve high companies should be doing
designed with the explicit aim performance in this new now and in the future to
of providing insights into the environment. capitalize on the trends we
have identified and to power
dramatic and global changes
In order to support clients in
their journey towards high
now under way in consumer
these efforts, we have produced
performance.
behavior and preferences, in
here what we believe to be the
response to the proliferation
most detailed investigation to We hope you find this report
of new content distribution
date of consumer attitudes both insightful and practical,
channels. This report, and the
toward new ways of consuming and that it brings you some
thinking within it, represent
and interacting with television fresh perspectives on the
a response to ongoing issues
content − a quantum leap sweeping change facing all
faced by clients and intense
that is increasingly putting of us in the media industries.
internal debate within
into question how we define
David Wolf
Accenture, as clients in sectors
‘television’ today. The report Global Digital Transformation Lead
including media, communica-
also goes on to examine what Media and Entertainment
tions, high technology and
Accenture
Television in Transition 1
4. Executive Summary
What is television anyway?
“[You are] witnessing a complete disaggregation of the networks…”
Bruce Rosenblum, President, Warner Television Studios
Among consumers worldwide, the watch TV every week, with 80 percent 35, and especially under 25. As well as
traditional television set is increasingly watching four or more channels. But being more dissatisfied with current
regarded as just one option among even those consumers mainly using the television options, under-25s are more
several for consuming video content, TV set in the home are adopting new likely to watch content on alternative
as the boundaries between the TV and habits. They love the digitally-enabled devices, and more likely to prefer watch-
devices such as the mobile handset offerings now available in their living ing content on demand. This behavioral
and PC become more blurred by the day. rooms − with an overwhelming majority shift among younger adults represents
As this shift in consumption behaviors saying they are highly attracted by the beginnings of an impending wave
gathers pace, a massive wave of change the features and benefits offered by of change.
is in prospect − one that will ultimately enhanced television services. Three-
The wave promises to be all the more
transform the content production and quarters of consumers worldwide are
powerful since consumers of all ages
distribution marketplace worldwide. interested in at least one feature of
share a tendency to be loyal to content
enhanced television, primarily in on-
The worldwide migration towards new brands rather than distribution channels.
demand services/content and the ability
consumption habits is being driven Around 70 percent of consumers globally
to time-shift viewing − findings which
by new content offerings enabled by watch four or more programs a week
confirm that what consumers are really
advances in distribution technologies on four or more channels. Consumers
seeking is greater control over their
and devices, and involves consumers are seeking out the content brands
viewing experience.
of all ages in all geographies. Three out they want regardless of channels, rather
of 10 adults across the eight countries than sticking with a channel they know.
Watch the youth:
in our survey now watch some content The message is clear: the days of the
the future wave of change
every week via alternative devices such line-up are numbered − and the value
as mobile and PC. of “must-see TV” in prime time is falling.
While all consumers are joining the
This is something the networks must
move towards new modes of consuming
And the change has much further
come to terms with and address before
content, the shift is being spearheaded
to run. More than 95 percent of our
it is too late.
by younger consumers under the age of
consumer interviewees worldwide still
2 Television in Transition
5. ”Now TV’s not special, it's ubiquitous. And the images on our TVs, mobiles
and laptops may or may not emanate from a television company...”
Peter Bazalgette, Former Chief Creative Officer, Endemol
Content drives devices… …and readiness to accept One size will not fit all
advertisements
As well as driving their choice of Our top-line findings − notably the
channels, consumers’ content prefer- When it comes to paying for content, widespread readiness to adopt new
ences also shape their use of alternative consumers’ most popular choice as a modes of consumption − are remarkably
devices, since they select each device way of paying for downloading TV shows consistent worldwide. But the consumer
on the basis of which one will best from a digital service is by agreeing bases in the various geographies
suit the specific content they want to to view advertisements with the pro- surveyed do exhibit widely varying views
consume. They find the mobile device gramming. This option is chosen by 33 and expectations, often reflecting the
most interesting as a way of receiving percent of consumers, ahead of various different offerings and infrastructure
news and information, while they find financial payment methods — including available in each country.
the PC most interesting as a channel a monthly fee for unlimited downloads
This distinction applies especially to
for full-length television programming. (19 percent) and paying for a season of
emerging markets with, for example,
Clear content preferences are also shows (13 percent).
consumers in Brazil being the most
emerging between ‘live’ and ‘on-
As well as leading the migration to new dissatisfied with their existing television
demand’ consumption, reflecting the
modes of consumption, consumers under experience, and those in Mexico being
timeliness and urgency of the content
25 are also setting the pace in terms the most interested in viewing content
experience. 59 percent of consumers
of readiness to pay for content. They are via mobile. Such variations mean that
prefer to watch news ‘live’, and 46
the most likely to agree to watch ads one size will not fit all in the global
percent say the same about sporting
as a form of payment (42 percent), and content delivery marketplace, and
events. The strongest content genre
the most likely to opt for any form of that media companies must think
preferences for ‘on-demand’ consump-
payment (45 percent) for downloading globally and act locally to achieve
tion are sitcoms and dramas, both at
TV shows digitally. high performance in the future.
23 percent.
Television in Transition 3
6. Television in transition
Figure 1: Programs watched weekly on alternate devices
Alternate devices include mobile phones, PDAs and personal computers
8>
4-7
2-3
1
Any
0% 10% 40%
20% 30%
Percent of respondents
are questioning and bypassing the In parallel with adopting new modes
New consumption models: the
experience provided by the traditional of viewing and participation,
mass-migration gathers pace
television device. And as people get consumers are becoming increasingly
The way people across the world the chance to see and experience new interested in the benefits offered by
consume content is changing rapidly consumption opportunities, they are ‘enhanced television services’. These
under the impact of new technologies becoming more dissatisfied with the are offerings that provide them with
and devices. As a result, television is traditional television experience, and far greater control over their viewing
shifting from its origins as a clearly- have begun to consume content in experience, through capabilities such
identifiable stand-alone medium new ways. as viewing on demand, time-shifting
towards a future in which it just one of and catch-up facilities. As Figure 2
According to IDC, today’s consumers
an expanding array of devices through shows, three-quarters of consumers
consume 70.6 hours of media per week,
which people will choose to consume are interested in at least one feature
but only 23 percent of this involves
the content they want. of enhanced television services, with
what we would call a traditional
on-demand services regarded as the
The Accenture Global Broadcast television device. Our research echoes
most compelling feature, closely
Consumer Survey 2008 confirms these findings by showing that three
followed by the ability time-shift
that the migration to new modes of out of 10 adults across the eight
their viewing. These two attributes
consumption is well underway and countries now watch some TV content
underline that control of the
gaining momentum. Consumers world- via alternative devices (see Figure 1).
experience is what consumers
wide — increasingly accustomed to
want — and will ultimately get.
unfettered access to content —
4 Television in Transition
7. Figure 2: Most compelling features of an “enhanced TV service”
Watch same content on different platforms
Able to access additional content related to program
Having a catch up TV/Play it again facility
Time shift/watch when you want
View on demand content
0% 50%
10% 40%
20% 30%
Percent of respondents
…led by youth
As consumers progressively win and
exert this control, the global migration
towards new consumption patterns is
being led by consumers under 35 years
of age, and especially those under 25.
In virtually every country in the survey,
the younger a consumer is, the less
likely he or she is to be happy with
traditional television (see Figure 3),
and the more likely to be excited
about consuming content via mobile
or PC. So it is younger consumers
who are setting the pace in terms of
readiness to embrace new technolo-
gies and try new consumption options.
“Media companies don’t control the
conversation any more.”
Rupert Murdoch, Chairman, Newscorp
Television in Transition 5
8. Figure 3: Level of happiness with current TV offerings by age
90%
80%
70%
Percent of responts
60%
50%
40%
30%
20%
10%
<25 years old 25–34 35–44 45–54 55+
Would enjoy watching content on a PC (Q6)
Would enjoy watching content on a mobile device (Q5)
Happy with current TV
The message is clear: watch the youth Less likely to say they are satisfied
“They need to •
— they are the leading indicator, and with current television options;
replace or expose the wave is coming. Our research
More likely to watch content on
•
reveals many correlations between
senior management alternative devices;
consumers’ age and their attitudes and
behavior about new viewing options. More likely to be familiar with
to what 18-20 •
These findings suggest that changes on-demand TV, and to prefer
year olds want.” in behavior will accelerate as these watching content on demand; and
young consumers gain greater spend-
More willing to ‘pay’ to download
•
US Television executive, ing-power over time. For instance,
content, whether by paying money
compared to older consumers — and
Accenture 2008 Global or agreeing to watch advertisements.
especially those over 55 — the under-
Content Study 25 set is:
6 Television in Transition
10. Catching the up-wave
The under-35 lead the way to future services.
Figure 4: Proportion of consumers globally who found a feature of
expanded television service compelling
55+ 62%
Consumer Age
45-54 75%
35-44 77%
25-34 81%
81%
<25
74%
Total
Audience
0% 100%
20% 80%
40% 60%
Taken together, these characteristics willing to pay for downloading TV
The under-35
set the context for the new content shows from a digital service. This
demographic is
consumption environment that will applies whether that payment is in
emerge in the next few years, as these financial form (Figure 5), or by agreeing
in the vanguard
younger consumers become an ever watch commercials to subsidize the
more dominant group in the user cost of downloading shows (Figure 6).
when it comes to
marketplace. As Figure 4 shows,
Furthermore, respondents under 35
adopting new content
consumers under 35 are more likely
worldwide are more likely to say they
than their older counterparts to find
consumption patterns.
would enjoy watching programming on
some features of expanded television
their PC (Figure 7 ) and are also more
service compelling.
likely than those 35 and older to say
Under-35s, and more particularly they would enjoy watching program-
under-25s, are also more ready and ming on a mobile device (Figure 8).
8 Television in Transition
11. Figure 5: Proportion of consumers globally who would opt for any form
of payment (excluding advertising) for downloading TV shows
55+ 29%
Consumer Age
45-54 34%
35-44 39%
25-34 43%
45%
<25
37%
Total
Audience
0% 100%
20% 80%
40% 60%
Figure 6: Proportion of consumers globally who would opt to pay nothing
but watch advertisements within the program, for downloading TV shows
55+ 24%
Consumer Age
45-54 29%
35-44 33%
25-34 39%
42%
<25
33%
Total
Audience
0% 100%
20% 80%
40% 60%
Figure 7: Proportion of consumers globally who enjoy watching a form
of programming on their PC
55+ 46%
Consumer Age
45-54 56%
35-44 60%
25-34 65%
74%
<25
61%
Total
Audience
0% 100%
20% 80%
40% 60%
Figure 8: Proportion of consumers globally who would enjoy watching
a form of programming on a mobile device
55+ 13%
Consumer Age
45-54 25%
35-44 31%
25-34 37%
48%
<25
37%
Total
Audience
0% 100%
20% 80%
40% 60%
Television in Transition 9
12. Loyal to content, not channels
While young people are leading the migration towards new modes of
consumption, a characteristic of all consumers — regardless of age —
is that they select content based on content brand, rather than on the
basis of channels.
Figure 9: Relationship between channels and programs
1 or 2 channels
1 to 2 programs
3 channels
3 programs
4 or 5 channels
4 to 7 programs
6 to 10 channels
8 to 12 programs
<10 channels
<12 programs
0% 10% 40%
20% 30%
Number of TV channels watched
Number of programs watched
As Figure 9 shows, over a third of type of device and consume whatever The ranking of their content prefer-
consumers are watching more than six it delivers, consumers are looking to ences between the PC and mobile
channels and programs every week — pick the device that best suits the platforms are summarized in Table 1.
with one in eight watching more than specific content they want to consume. Consumers are keen to see full-length
ten of each. People are not simply So the actual content — the type or TV programs via their PC, while the
choosing a channel they like and then genre of programming — that they immediacy and portability of mobile
watching the programs that air on it. are seeking to consume impacts the makes it more suited to public service
Instead, they are switching to new channels where consumers express information such as news, and to user-
channels to get to their chosen interest in viewing it. generated content. However, the most
programs. These behavioral changes striking trend is the impact of age on
In terms of content/device combina-
herald further challenges in the future consumers’ eagerness to use alternative
tions, consumers have already devel-
around customer service — as described platforms, with younger consumers
oped clear ideas about what type of
in the accompanying box-out. universally ahead in terms of willingness
content fits best on which alterative
to consume content over PC
A similar tendency for consumers to device. They are most interested in:
or mobile.
value content more than channels is
Receiving news and information
•
evident in their attitudes to choosing
via mobile device
new technologies and devices for
consuming content. Rather than Watching full-length television
•
wanting to switch wholesale to a new programming on the PC.
10 Television in Transition
13. The rising challenge of customer service and insight
As consumers migrate to new forms of content consumption, it will be critical
for providers to ensure that they are not only provided with offerings that work,
but that they are fully supported with the advice and help they need — whether
they are searching for specific content or simply trying to make the service work.
This need will become all the more pressing and challenging as providers roll out
offerings across different platforms in a range of geographical and infrastructural
environments.
Whatever the local environment, consumers will have little patience with offerings
and channels that fail to deliver both the content and the positive user experience
they expect. At the same time, to make their services a commercial success in
different locations, providers will need to focus on understanding how consumers
of various ages and in different geographies decide which programs to watch on
what platforms. They must then provide those target consumers with the services,
help and guidance they need to find the right content via the right device.
“There will be an
Table 1: Consumers’ content/device preference, globally
increasing schism
Mobile PC between the
Public service info Full TV show episodes
high-end network
production, meaning
Content I create Public service info
prime-time, and
New content not normally on TV New content not normally on TV
low-cost, digital
Full TV show episodes Content I create
material produced
Program highlights Program highlights
in collaboration
Shortened versions of shows Shortened versions of shows
with users.”
UK Television executive,
Accenture 2008 Global
Content Study
Television in Transition 11
14. “All the networks are looking to ads to create revenue from new digital
media, as seen with Hulu and ABC.com.”
Bruce Rosenblum, President, Warner Television Studios
Recent events have already highlighted To date, on-demand has not yet about advertisements, while those in
signs of the emerging alignment emerged as the clear winner over Spain dislike them the most.
between particular forms of alternative content viewed live. But the patterns
In terms of how people will pay
consumption and specific content emerging in our research findings,
for shows that they consume, our
genres. For example, in March 2008 driven by the youth, make it clear that
consumer research reveals a familiar
NBC Digital Entertainment announced on-demand content is going to become
paradox. As we have just seen, respon-
more viewers than ever before were more important over time, and that
dents cite advertisements as the most
watching entire online episodes on the linear schedule will become
dissatisfying part of watching live TV —
its NBC Rewind video player, with correspondingly less important.
but the single most popular choice as
92 percent of users who start an NBC
While younger consumers are leading a way of paying for downloading TV
video watching the whole episode.
the trend towards on demand, shows from a digital service is by
consumers of all ages say there is agreeing to view adver-tisements in
Young consumers vote for a lot they do not like about live TV. the programming. This advertising-
on-demand over live content These points of dislike suggest that based option is favoured by 33 percent
all consumers will ultimately move of consumers, followed by a variety of
A further factor in the content/device
towards favoring on demand, redou- financial payment options including
decision is between content consumed
bling the momentum towards on paying a monthly fee for unlimited
live or on demand. Here, younger
demand consumption. As Table 2 downloads (19 percent), paying for
consumers under 25 are again setting
shows, advertisements lead the way in a season of shows (13 percent), per
the lead, expressing a greater prefer-
terms of the elements people most dis- episode (5 percent), and per network
ence than older people for consuming
like, followed by the inability to rewind (4 percent). As we mentioned earlier,
many types of content on demand
and the restrictions of linear schedules. younger consumers are happier than
(see Figure 10). Similarly, fewer younger
However there are significant local their older counterparts with the
respondents prefer live content when
variations — with consumers in Mexico, idea of having to make any form of
compared to older people.
for example, being the most relaxed payment for digital content.
12 Television in Transition
15. Figure 10: Consumers’ on-demand viewing preferences
Reality programs
Sporting events
Game shows
News
Lifestyle/cooking/
home
Soap opera/serials
Sitcoms
Dramas
10%
0% 30%
20%
Under 25
All
Table 2: What consumers dislike about watching “live” TV by geography
Combined Brazil France Germany Italy Mexico Spain UK US
Commercials 64% 50% 63% 57% 68% 49% 73% 65% 59%
Can’t
40% 48% 38% 39% 37% 30% 47% 40% 36%
rewind
Can’t watch
38% 40% 37% 37% 35% 22% 50% 36% 30%
when I want
Content not
13% 40% 14% 14% 8% 16% 17% 14% 11%
appealing
Can’t watch
8% 20% 8% 7% 12% 17% 10% 5% 6%
away from home
Can’t
7% 29% 3% 5% 13% 11% 10% 4% 5%
interact
Can’t rate 7% 29% 4% 5% 11% 8% 12% 3% 3%
Television in Transition 13
16. Figure 11a: Consumer
interest in Mobile
United States 23%
Mexico 66%
Brazil 51%
United Kingdom 31%
France 26%
Germany 25%
Italy 44%
Spain 41%
countries. It is a world in which global
A diverse and multi-polar
economic activity, spending power,
world of consumers
innovation and capital flows are
As we have described, one of the increasingly dispersed across the world.
clearest findings of our research is
One of the defining characteristic of
that younger consumers worldwide
the Multi-Polar World is the emergence
are leading the migration towards
of an additional billion-plus high-
new forms of consumption. However,
spending, aspirational, middle-class
our study also reveals clear geographic
consumers into the global marketplace.
variations in terms of consumer tastes,
These new consumers tend to be
expectations and aspirations.
young, ambitious and early adopters of
These variations align closely with new technologies and devices. In our
Accenture’s concept of the multi-polar research in Mexico and Brazil, as else-
world. This encapsulates a major where, it is young consumers who are
reshaping of the world economic order, leading the demand for and adoption
reflecting the rapid rise of developing of new modes of consuming content.
nations onto the world stage, and the These responses are often influenced
collapse of the traditional clear divide and shaped by the offerings and infra-
between developed and emerging structure available in each country.
14 Television in Transition
17. “People want content more than ever… Quality is more important than
ever, because the marketplace is more ruthlessly competitive. Options are
not merely one click of the remote away; devices undreamed of a few
short decades ago are at least as tempting as a change of the channel.”
Rupert Murdoch, Chairman, Newscorp
Figure 11b: Consumer
interest in PC
United States 50%
Mexico 66%
Brazil 59%
United Kingdom 57%
France 61%
Germany 55%
Italy 66%
Spain 75%
Figure 11c: Consumer
willing to pay download
United States 28%
Mexico 75%
Brazil 46%
United Kingdom 35%
France 42%
Germany 26%
Italy 50%
Spain 42%
Television in Transition 15
18. A world of variety
Figure 12: Proportion of consumers saying content on demand is one of
the most compelling features of an enhanced television service
80%
60%
40%
20%
Age of
<25 25-34 55+
35-44
respondents 45-54
Figure 13: Number of programs watched in a typical week on alternative devices –
by age and geography
Key
60%
Brazil
France
Italy
40%
Spain
United Kingdom
20% Germany
United States
Mexico
Age of
<25 25-34 55+ Average
35-44 45-54
respondents
Some of these key variations in Similar influences from local offerings
The overall message
consumer responses across the world and infrastructure are also evident
is clear: our research
are summarized in Figure 12. Crucially, when we ask consumers in varying
these demonstrate that the pace geographies how many programs
paints a picture of
and nature of the ongoing change they currently watch each week on
in consumer tastes, expectations alternative devices. As Figure 13
a diverse, consumer-
and aspirations varies in different shows, young French consumers are
led, multi-polar world,
geographies worldwide, often the most active watcher of content on
reflecting differences in local new devices, while Italians of 35–44
where overarching
offerings and infrastructure, are leaders their own age group, and
especially in emerging markets. older Brazilians have yet to catch on.
trends and strategies
may be global, but
For example, when our consumers Such findings underline the fact that
worldwide are asked whether content a one-size-fits all approach to digital
local execution
on demand is one of the most services will not work — and that
compelling features of an enhanced providers must factor local conditions
requires local
television service (Figure 12), Brazilian and behaviors into service design and
knowledge and
consumers are the most positive in roll-out, alongside the content genre
every age-group, reflecting their high and type of device.
awareness.
level of dissatisfaction with their
existing television experience.
16 Television in Transition
20. Achieving high performance in the
emerging media landscape
“Change inevitably takes longer than you think to happen, but when it
happens, it’s more profound than you could have imagined.”
UK television executive, Accenture 2008 Global Content Study
Given the findings of the Accenture A shifting balance… …involving three key factors
Global Broadcast Consumer Survey
Throughout our findings, the clearest As consumer preferences continue to
2008, what steps should companies
dynamic among consumers globally change, and as their collective power
across the media, communications,
is their absolute demand for control continues to grow, our research
technology and retail sectors be
over their viewing experience: a confirms that companies trying to
taking now to ensure they are
greater ability to watch what they meet, capture and monetize consumer
positioned for high performance
want, when they want, via the device demand for digital content anywhere
in tomorrow’s global consumer
they want. in the world face a complex three-way
marketplace for digital content?
balancing-act. The three factors that
Our research and industry insights
Power has already shifted substantially they must reconcile are all distinct yet
have enabled us to identify the key
to the consumer, and will continue to closely interrelated, each exerting a
strategic mindset that high perfor-
do so. Linear TV is not dead — indeed, substantial influence on the other two.
mance companies in this space will
it will be a very long time before this The three factors are:
need to possess, together with three
happens — but, as our study makes
core attributes that will determine The content genre
•
clear, non-linear consumption is on
how successfully they execute and The consumption device
•
the rise, and is increasingly where
realize their chosen strategic agenda • The infrastructure and offerings
consumers’ interest and excitement
in the evolving multi-polar world. available in the local geography.
are focused. This transitional phase is
characterized by the current blurring
Any content-based strategy in any
of boundaries around what constitutes
marketplace across the world will only
a TV experience. Catch-up viewing via
succeed if it takes these three factors
the PC? YouTube clips on a mobile?
into account. And each of the three
Self-generated movies on an iPod?
factors has a significant local element.
It actually doesn’t matter whether
For example, will the content genre
these are categorized as television
play well with consumer tastes in the
experience. What matters is that
local marketplace? Is the consumption
consumers want them.
device widely available and suited to
local lifestyles and budgets? And is the
18 Television in Transition
21. Content innovation: two current examples
There are several examples of major content companies innovating with new
approaches to content.
In February 2008, US media conglomerate The Disney-ABC Television Group
launched Stage 9 Digital Media, which will focus on creating original short-
form programming, blending creativity with superior production quality.
The studio's experimental new content premiered with the comedy series
Squeegees in a co-exclusive premiere on ABC.com and YouTube, with the
initial run sponsored by Toyota.
And Warner Bros. TV says it is creating its own ad-supported channels, while
its Studio 2.0 operation, which produces short-form videos for broadband
and mobile, is working on more than 20 projects at a total cost less than
that of an hour of a broadcast network drama.
“Participation with
local network infrastructure sufficiently These attributes must be delivered in
developed to deliver the content in the context of the multi-polar world —
the audience for
high quality to consumers via the tar- where innovation and consumers are
get device? increasingly dispersed around
content companies
the world. On innovation, it is no coin-
Thinking global, acting local cidence that major content
will be unrecogniz-
producers are currently making a
In our view, this means achieving this
able in the next
series of acquisitions in emerging
success will require a strategic ability
markets, seeking access to innovation,
five years. There's a
to think globally and act locally —
talent and content that they can
what we term a ‘glocalized’ capability
both leverage locally and recycle
whole kind of user
— across multiple devices and content
to developed and emerging markets
genres/formats. Given the fast-moving
generated transfor-
worldwide. And in terms of
nature of consumer demand world-
consumers, the combination of
mation underway.”
wide, flexibility and speed of develop-
rising user spending-power, declining
ment, launch and response will be
costs and advancing technology is
UK television executive
equally critical. So companies will
making it ever more viable and
need the operational and executional Accenture 2008
cost-effective to target identifiable
ability to streamline R&D, bring new Global Content Study
niche groups of consumers, be they the
products to market quickly, and scale
Indian diaspora in the UK or Hispanics
up fast when something takes off.
in the US. Here again, there are major
cross-border opportunities in the
multi-polar world.
Television in Transition 19
22. Four steps to high performance
“Digital media has levelled the playing field, opening doors for anyone
to have immediate and unlimited access to an audience. But content
must evolve with the platform.” Mark Pedowitz, President, ABC Studios
Taking all these factors into account, in each marketplace to monitor Implement the right product creation
here are Accenture’s four steps to and understand consumer behavior and delivery infrastructure, including
future high performance for media through sophisticated CRM flexible production, post-production
companies: techniques. and distribution capabilities and
capacity, while seeking out and
exploiting opportunities to streamline
Think global and act local, applying Build a robust capability to
and automate the production process.
flexible ‘glocalized’ management of productize and monetize content
the three-way balancing-act of con- managing rights, technology and
tent genre, consumption device, and Create differentiated customer
content formats. This must be done
local infrastructure/offerings. Striking service capabilities. Consumers
rigorously to ensure that content can
the right balance requires companies worldwide want access to content
be repurposed, packaged and bundled
to have the technology in place to anytime, anyplace, and they want
quickly and effectively across different
know their customers and their habits, it to work first time. Customers
devices and geographies. New mediums
aspirations and expectations. This are also increasingly demanding of
need to be well positioned for delivery
information must then be applied to service quality and consistency. In
in response to changes in consumer
ensure that the right consumers are the multi-screen media environment
demand, the available infrastructure,
targeted with the right content at of the future, effective and responsive
and new devices. Companies need to
the right time and place, and via the customer service will be more impor-
right device to suit both the type of leverage technology better to build tant — but even more challenging
content and local tastes and lifestyles. to deliver. Crucially, the challenges
the ability to understand their rights.
This comes down to knowing the will vary depending on the legacy
customer, meaning that companies capabilities that each participant in
need to ensure they have the ability the value chain brings to the party.
20 Television in Transition
23. “What do audiences
For example, media companies have The quotes from industry leaders in
historically been business-to-business this report — some drawn from
want? In all areas
operations, and have not needed to Accenture’s 2008 Global Content
build sophisticated customer service Study — underline the extent to which
of television they
functions. In contrast, a mobile consumers are now in control of the
communications company already agenda. The high-performance media
hunger for surprise.”
has a strong customer service companies of the future will be those
capability. In the multichannel world, that enable consumers to exert this Stephen Poliakoff,
the mobile operator will need to control and thereby enjoy the content leading screen writer
improve its focus and capability to they want through the right device.
support users of content-rich services We believe the four steps above will
more effectively, while the media enable a business to do this effectively,
company will need to start building consistently — and profitably.
or sourcing such a capability if it is
going to be successful in interacting
directly with the consumer.
Television in Transition 21
