Earlier this year, Avid commissioned Ovum, an internationally-recognized marketing research firm, to conduct an independent survey of 200 senior broadcast executives to get their take on where the industry is going. The results were very illuminating.
As expected, the media executives surveyed see consumers moving into a new era of personalized consumption across an integrated spectrum of broadcast, online, mobile, and social platforms. Unexpectedly, though, the conventional wisdom about the death of TV appears to be highly exaggerated. Over three-quarters of respondents believe second and third screens are actually driving more TV viewing.
To meet the rising demand for increasingly personalized viewing experiences, the survey concluded that media producers must deliver integrated content across multiple platforms with a cohesive look, feel, and brand. But it will take a strong investment in next-generation creative tools, collaborative workflows, and media management to make that happen.
With advertising revenues growing at an aggregated rate of 39.5% across TV, mobile, online and social platforms, the onus is on broadcast media producers to develop the system architecture and organizational structure necessary for their businesses to seize the opportunity presented by the challenges and realities of this rapidly-evolving market.
To learn more, get the Ovum survey results at: Avid.com/OvumReport.
Dana Ruzicka
VP, Segment & Product Marketing
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