Advanced Television

Content Connect Initiative launches industry programme

September 11, 2022

MEDIAGENIX, in partnership with the Project X Institute, today announced the launch of the Content Connect Initiative, a brandnew programme focused on exploring the challenges and opportunities facing the TV industry broadcasters, programmers and producers during the 2020s. During the remainder of the year, the Initiative will work with industry participants to explore perspectives on the evolution of the industry and the priorities for TV companies, as they look to transform their operations and workflows.

To support the launch of the new programme, the Initiative has published a new white paper, The Transformation of TV, exploring perspectives on the key factors set to shape the industry during the decade ahead and a set of future scenarios for the market in 2030.

The 2030 scenarios, developed in consultation with industry executives in the US and across Western Europe, highlight the potential for very different outcomes, ranging from a gradual evolution of the current marketplace to a far more competitive and digitally disrupted landscape. Most positively, one scenario suggests that a golden age for the TV industry is potentially within reach if the full potential of recent investments in streaming services and advanced advertising can be realized during the 2020s.

The scenarios pose various questions for the industry, but intense competition and the need to modernise operations are a constant in all. TV companies will need to complete their digital transformations, modernising their operations and supply chains to unlock the full potential of streaming and advanced advertising, if they are to remain relevant and competitive in 2030.

The research also suggests that there is considerable work still to be done to realise the potential of these investments, leveraging data to support decisionmaking and fully transforming content supply chains, with many companies falling well short of maturity.

The paper also includes expert contributions from leading industry
executives, Christy Tanner, Mike Darcey, Ian Whittaker, and Emily Horgan, exploring developments in the US market, the evolution of streaming, the
prospects for Europe’s commercial broadcasters, and the future of kids TV.

Jon Watts, Executive Director at The Project X Institute, said “The 2010s have
seen tremendous change across the TV market, but our research suggests that most industry participants believe more change lies ahead, although perspectives vary widely. The fundamental question is whether digitally driven disruption is starting to slow, as the market matures, or whether the 2010s have simply laid the foundations for a far more competitive, fastchanging marketplace. In any event, industry participants will need to maintain the trajectories of their digital transformations, looking to realise in full the benefits of their investments to date.

Ivan Verbesselt
, Chief Product & Marketing Officer at MEDIAGENIX, said The industry is at a pivotal time amid accelerating change. It’s a good time to take stock of where we are, look where we’re headed, identify scenarios and define the ingredients for success.
The key question is: how can a media company be nimble and agile enough to embrace new content monetization models and connect with constantly changing viewer behaviour? A critical enabling factor here is a smart content supply chain that truly digitally connects all stakeholders and that is data driven at the heart. In that perspective, the actual digital transformation journey has only just begun.”

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