Advanced Television

Digital strategy key to future success

October 5, 2010

From Colin Mann in Cannes

Keynote speakers at MIPCOM’s Industry Outlook panel have suggested that strategic flexibility will be a critical weapon as major media companies face the challenges created by digital transformation. According to Marcel Fenez, global leader, entertainment and media at PricewaterhouseCoopers, consumer behaviour in the digital era is starting to follow defined patterns. “What we are starting to see is that digital consumers will pay for three key things: quality, convenience and enriched experiences.”

BBC Worldwide CEO John Smith revealed that the unit had doubled its revenues in recent years by reinventing its business strategy. “We grew our international production business, expanded in specific territories, focused on big brands and experimented with digital.”

TF1 CEO Nonce Paolini noted that the French broadcaster had expanded its activities into the digital arena in order to meet consumer expectations. TF1 has generated 418 million catch-up video views in the first half of 2010, with 16.7 million unique users visiting TF1‚s online services in August. TF1 agreed a deal with Samsung in December 2009 where Samsung products sold in France will feature interactive services tied to the broadcaster‚s flagship brands and content, with dedicated applications featuring news, weather, sport and programme information.

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