Broadcast Beat Magazine 2018 NAB Show Edition - Page 39

and services would be critical to driving growth. They are certainly in a position to do this and they are well on the way to redefining themselves and delivering value back to the consumer once again. It was also noted by the indus- try that building strategic part- nerships with the new content providers would be the most important part in adapting their business strategy, even as the content distribution rule- book is being revised. But this isn’t always easy – priorities and strategies between pay- TV providers, content produc- ers and other external partners won’t always be aligned and will depend on complex high-stake negotiations. With that said, pay-TV opera- tors have an edge as many are the de-facto broadband provid- ers. They are well established with large subscriber bases and existing revenue streams. At the same time, everyone should be aware of the undiminished con- sumer desire not to miss the thrill of live, linear broadcast- ing. A sole focus on trying to win back only the SVOD loving, multi-device- owning millennial by not offering a multigenera- tional product risks alienating a core group of TV Traditionalists identified by NAGRA and Ampere Analysis, in the recent ‘Television Tribes’ report. Easily overlooked in an era of devices and OTT, this group is the middle-aged, middle- income stalwart of old-school TV consumption, watching mostly on the main screen. These users want content – and lots of it. They too want to assemble their own a la carte service, but by combining TV channels with multiple SVOD services, channel-branded OTT, and music streaming. They want to tap into new services as they become available. “Offering just a single on- demand service, a cut-down ‘pay-TV light’ package, or tying everything to a main-screen set-top box won’t satisfy this Tribe,” states Ampere. Significantly, the integration of OTT services and better user experience is something that seems to make a difference in retention of all pay-TV custom- ers. While cost may always be ever present, the consumer will not churn when all the other factors of user experience and new sticky services are present. If they are not present, then the lure of cheaper video enter- tainment and a ‘Do It Yourself’ solution may entice them away from a cable or satellite offer- ing. Delivering great content used to be enough – but not anymore. Growth also means being open to change in a new competitive landscape that was forged by the rapid gro Ѡɽ) ́Ё쁡ݕٕȁ)́ѡхЁѽe)ѕ䁱ݽɱAQX)Ʌѽ́ѼѡɅє)䁉䁕Ʌѡѕ)%ѕɹЁمѥ̃LձѤ)͍ɕ̰ѽȁɕѕ)ѥ͕ѥѥ) ɽЁ Ё5饹ܹɽщй