The broadcasting business is in constant evolution . It is no longer about filling linear channels with content , and it is no longer about offering as many titles as possible on video-on-demand ( VoD ) services . It is about generating added value throughout the content ’ s lifecycle .

Not more than a decade ago , pressure was on single-channel broadcasters to offer more content to smaller segments of the population . In response , they swiftly converted to multi-channel broadcasting . Later on , they introduced on-demand services for the viewer who had missed the original broadcast . With a PVR , viewers could pause during a linear broadcast , or record content for later viewing . Important evolutions such as these change viewer behaviour . They also change , or even threaten , the broadcaster ’ s commercial model .

Now , viewers increasingly turn to the Internet , where social media and new VoD services are prolific in offering a wide range of content , spanning from user-generated clips about cats falling into a fish tank to quality content from broadcasters , such as the news .

Following renowned examples such as House of Cards , content is even specially produced to be released on the Internet . Technological changes bring about new distribution techniques , as well as new devices that are capable of showing video . Consumer behaviour is changing drastically , prompting broadcasters to keep reinventing themselves and their business models .

Understanding the viewer

Understanding the viewer is key to cope or even thrive in this new world . The viewer loves content , that much is clear , but how do they want to watch it ? That is another question , to which there is no single answer .

Live broadcasts , news , sports and premieres of popular series still draw viewers in droves to the ( a ) screen . The volume of such ‘ live ’ rendezvous points is limited , however . To fill the rest of their viewing time , consumers watch series or other content they know and like . But as they want to watch that whenever and wherever they want , they don ’ t solely rely on their favourite linear channels any more . Watching shows on an on-demand service or recorded on their own PVR is the new normal .

How should broadcasters offer their content to the viewers ? The answer is : in as many ways as possible .

The Paradox of Choice

But how do you find your way in the almost unlimited offer of the on-demand world ? There are several options . You can browse the suggestions and highlights assembled by the VoD service provider , or you can search the catalogue of titles on offer . But that is not always the greatest help , especially when you are searching for swomething to watch with the family or a group of people . Finding content that suits everybody is difficult . Before you know it , a lengthy , complex , supposedly democratic process precedes hitting the play button .

It is so hard to choose from so many possibilities . Scientists call it the Paradox of Choice : more choices can make the total experience less pleasing and even unpleasant . Is choosing too difficult a task for humans ? Should we rely on a computer to make the choices for us ? After all , recommendation engines are sophisticated algorithms that analyse our past habits , on the basis of which they recommend the best possible content .

Although recommendation engines are still in full development , we can say now that they will never offer the perfect suggestion — that is because their main problems are unsolvable . No matter how well the recommendation engine knows all of the content , and no matter how well

it knows our past viewing habits , it does not know exactly what we feel like . Has it been a hard day at work ? Are we in a romantic mood ? Are we watching with a group of people ? The recommendation engine hasn ’ t got a clue . And yet , such factors will influence our choices , and our emotional needs for content .

Sometimes you also just want to be surprised and you do not feel like binge watching the same series . Remember linear channels ? By switching channels , you are dropped in the middle of something , not immediately knowing what it actually is . But before you know it , you are hooked to a new favourite programme you would never have found by making an active choice .

Sometimes viewers like to binge watch , often they want to enjoy a live event , and once in a while they want to re-watch an old black-and-white movie . Let ’ s face it : viewers ( that is , humans ) are impossible to predict .

The above techniques all have something to offer the viewer , but no technique will always be the best possible way of offering content .

The answer

So how should broadcasters offer their content to the viewers ? The answer is : in as many ways as possible . The decisions of broadcasters will have to be made from the content ’ s point of view , and no longer by only analysing

— Michel Beke , SVP Product Strategy ,

MediaGeniX

which loyal viewers are watching their channels at what time of day . The audience has grown too diverse , too mobile , with so many video sources at their disposal .

Broadcasters will need to have a closer look at the content they can offer . What rights do they have on the content ? What distribution platforms are available and through which technique can they generate the most revenue with a particular title ?

Maybe it is on a premium payservice , or on Facebook or YouTube ; maybe on a linear channel or by selling the content to another company ? The answer will largely depend on the rights , the available distribution techniques and the kind of content . Big live sports events , blockbuster movies , vintage series and movies , gameshows and soaps , old content or new … all will require a different approach .

No , this is no longer about filling linear channels with content ; this is no longer about offering as many titles as possible on VoD services . The future of broadcasting is about choosing the best possible distribution technique that offers broadcasters and their viewers the best possible added value throughout the entire lifecycle of the content . This change will require broadcasters to reinvent their business and get new software and broadcast systems that will enable them to meet this new world head on . ❑