With the tradeshow calendar clearing and thoughts turning to IBC (yes, already!), the calm that resides at PayWizard HQ is a far cry from the tradeshow mania that was experienced by all this time last month. As some of the team set off for the bright lights of Vegas for NAB, a couple of us headed down to Cannes for the Lights, Camera, Action of MIPTV. Along with celebrity-spotting, the team at MIPTV spent their time exploring the new trends and technologies the content market has to offer- and here is what they discovered.
MIPTV is the international marketplace for TV and online content, bringing together top players from the entire TV ecosystem to buy and sell content, form new partnerships and network with fellow industry peers. This year was the show's 50th anniversary, and with over 11,000 attendees from over 100 different countries, the show saw broadcasters, content owners, producers, writers and actors celebrate content in all its glory.
One of the main themes at this year's show was creativity, and as consumer demand for exciting and entertaining content increases, it's a dynamic time in the industry to be making content. The gap between film and TV is narrowing, and as TV begins to adopt the same funding as film, producers are becoming more ambitious and creating content like we've never seen before! Simply put, consumers want to be entertained by the content they watch, and with broadcasters constantly on the lookout for the best content to engage with their audience, build relationships and develop channel brands, creativity is the link that will bring the consumer and the broadcaster together.
Data was another buzz word at MIPTV, and it was great to see how this is really beginning to shape the industry. Not only are broadcasters recognising that they must have a data strategy, they are beginning to explore how they can monetize the understanding of their consumers' habits that this data provides. Broadcasters and content creators need to define what data they want to collect, why they want to measure these parameters, and how they should respond to their audiences in order to engage with their audience and drive revenue. As media becomes multiplatform and multi-territory, incorporating a data strategy with a second screen approach will ensure broadcasters build relationships and enhance the user experience. Ultimately, it's about creating a fine balance between content creation and marketing to be successful with data.
The final theme at MIPTV was the change in consumer behaviour and the rise of the device. The industry has identified a seismic shift in behaviour in the last few years- video content has become the dominant medium on the internet, consumers are moving towards non PC devices to view this content, and there has been a drastic rise in the use of mobile apps as a second screen. The second screen is the key to driving consumer engagement, giving the opportunity to blend content, context and social interaction. It is important to make sure content is multiplatform and multi-device, which means ensuring content is tailored to each screen, with interfaces simple to use and visually stimulating in order to drive consumer engagement and create a great end-user experience.
The trends at this year's MIPTV show are not only relevant to the content industry; they are also relevant to what we do at PayWizard. We help broadcasters deliver video content to all screens, and leverage data to ensure broadcasters engage and build a relationship with its viewers. Consumers want to watch content that adds value to their lives, and they will simply not pay for content that doesn't entertain. By using data that broadcasters understand and use, we ensure viewers get the content they want, when they want, and at the push of a button. Today it is more important than ever to be multiplatform and multi-territory, and by offering payment and subscription solutions on an array of devices, we can help broadcasters and content owners truly monetize the multiscreen world.
Daniel Britcher
Director of Business Development
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