Tuesday, May 15, 2012

NAB Review - Content in a TV Everywhere World

The NAB Show is over, and it's time for the reviews and commentaries to come out.  Miles Weston, writing in the Broadcast Newsroom blog, found the good news of the Show came in the growing recognition that the media and broadcast market has changed, and that broadcasters need to evolve as well.  He opens the column by writing
Today, we're overwhelmed with news, information and entertainment options.
Whether you're at home or away, broadcasters are all vying for your attention, your time, your money.
That's the evolutionary shift the NAB (National Association of Broadcasters) show participants and attendees struggle with these days.
It isn't easy to move into new, uncharted areas.
It used to be it was big studios, big iron, and big cigars.
Now, it's less about being vertically integrated than knowing how to loosely, flexibly integrate and leverage resources.
There was recognition of shifting viewing habits, brought about in large part as a result of the growth in the ways people can receive and view video content, particularly over the Internet.  Perhaps more importantly for the future of broadcasting, was the (sometimes) grudging recognition that limiting yourself to your traditional single channel would inevitably lead to smaller and smaller audiences - and that it made sense to have your content available in as many channels, formats, and times as possible.  Particularly if you could find ways to make money from them.
  One of the highlights of the conference, for Weston, was finding that many of the video technology vendors were not offering just hardware, but integrated business models to help broadcasters protect, repurpose, recycle, and most importantly make money from their content - offering potential solutions and approaches.
  Another was the increasing presence of non-traditional broadcasters - particularly big firms like Lowe's, Safeway, Target, McDonald's, and Starbucks.  These firms face many of the same challenges as broadcasters, and are perhaps even more innovative in finding ways to connect with their audiences and provide them with attention-holding content across a variety of outlets and devices.
  Also impressive were the vendors who were trying to make sense of the immense amount of personal and viewing information generated by digital channels.  There were content management systems that can use your Web and viewing history to select the right mix of news and entertainment for you, at that time, at your viewing location, and for your viewing device.  There were systems that recognized the shift in viewing habits and the increase in viewing options, and provide the most appropriate mix of content and ads to keep you, the audience,    viewing and wanting more.
  There were also lots of ideas about possible pricing models for online video advertising; despite all those metrics, there's no settled industry standard for measuring online video viewing or its value to advertisers. Nielsen has a proposed solution, but it's got a way to go to prove itself the successor to ratings and CPM.
  There was, as there is at almost any technologically-oriented conference, a lot of talk about the cloud.  At NAB, a lot of this was focused on the potential of using the cloud as a way to connect broadcasters with the myriad freelance teams that produce a lot of their content.  But Weston wasn't convinced that the industry had figured out how, exactly, this would happen.  In the meantime, he advised that broadcasters invest in their own off-line storage and archives, not just for posterity but on the chance that archived content may become valuable again.
  As Weston notes, it all comes down to this -
The heart and soul of NAB isn't about you (being a broadcaster); it's about leveraging content for the maximum ROI (return on investment).

Source -   Content Insider 228 - NAB Wrap:  Content Anywhere, Anytime Needs to be Monetized, Saved.  Broadcast Newsroom

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