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Video on Demand Debate: Vertically Integrated Path to the Future

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The Business Transformation stream of the IBC Conference on Saturday 10 September will feature the session ‘Is the Future of Video Vertically Integrated?’. The ingredients for Netflix and Amazon Prime’s recent success are exclusive content, ownership of data plus delivery, and close control of subscriber bases. Is this vertical integration model the industry blueprint for the future?

For decades, the entertainment content delivery industry has been driven by horizontally segmented business models. If vertical rather than horizontal is the new blueprint, then this has huge implications for licensed content owners, broadcasters, networks, cable operators, and even television set manufacturers.

In this panel at IBC, a group of industry leaders and influencers will discuss the future of subscriber video on demand and the direction the industry will take in the future. To launch the panel discussion, moderator Niko Waesche, Global Industry Head, Media and Entertainment at GfK will present insights from GfK’s Viewscape study which aggregates unique data about SVOD use in fourteen countries.

Joining Waesche for the debate will be Christian Brent, SVP, Global Research & Audience Strategy, Fox International Channels; Efe Cakarel, Founder of MUBI; Martin Guillaume, Head of Strategy and Business Development, Ericsson Broadcast Services; William Linders, Director Content Products at Ziggo (Liberty Global); and Francesco Venturini, Managing Director, Global Industry Media & Entertainment for Accenture.

The dramatic tension around SVOD is created by the rise and rise of over-the-top (OTT) streaming, challenging the established pay TV model. These video ecosystems are colliding, creating a period of disruption and confusion.

How far will cord cutting go? Is the millenial generation lost to the television broadcasting model for ever more? Interestingly, Recent Parks Associates research finds that 23 per cent of millennial heads of US household are OTT-only households, higher than the national average of 15 per cent among all broadband households. The firm’s analysts also note that 61 per cent of millennials subscribe to both pay-TV and OTT services, also higher than the national average of 52 per cent.

“OTT services are experimenting with a variety of models in order to differentiate and find their niche within the crowded North American market, which has over 130 active OTT video services,” according to Ruby-Ren Bond, Research Analyst, Parks Associates. “Start-ups and incumbents alike are experimenting in balancing content offerings, content costs, revenue generation and consumer appeal.”

Business Transformation is one of the eight streams that form part of the five-day Conference programme at IBC2016. The stream explores the impact of new technology on businesses and the roadmap to transformation.

Options for new infrastructures, processes, creative opportunities and workflows deployed by broadcasting and media companies in a highly competitive landscape will be at the core. Saturday 10 September will see a full day of case studies and sessions on enterprise systems, IP workflows, and cloud processing and applications.

View the full Business Transformation conference stream.


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