By Kristan Bullet, joint managing director at Piksel
Author:
ContributorPublish date:
Nov 15, 2018
The unprecedented growth in the number of companies offering content and television services hastened a drastic shift within the broadcast industry. Competition for viewers' attention and wallets has never been fiercer. Excelling in this competition requires a symbiotic relationship between aggregators, (such as Sky and Netflix), and content owners. Aggregators must become the discovery agent of choice, while content owners must make their product available everywhere, without limits. Content discovery is key and the battle for consumer attention must be won at key decision moments, then again after 30 minutes, and then 60 minutes after that. However, achieving these ambitions while making a profit requires a generational upgrade to metadata and publishing workflows; this can look different depending on what camp an organisation falls in.
An aggregator's approach
Becoming the content discovery agent of choice for consumers requires a concerted effort by aggregators. Viewers must find it consistently easy to reach the content they care about and keep returning to this destination to make their viewing choices.
In addition, relationships with content partners must be prioritised, as they face potential disruptions such as structural threats like content piracy and increased competition for advertising budgets (from the likes of Google, Facebook and most recently Amazon). Therefore, an engaged audience who find the content desirable is key. Aggregators can provide support by connecting these audiences with the content, as well as help move linear viewers into on-demand services. By making catch-up assets available quickly, and ensuring VOD back-catalogues can be easily accessed, helps remove the temptations of illegitimate streaming services, which feed off consumer frustration.
Speed and widespread availability are critical for content owners
A proactive approach will pay dividends and ensuring content is available wherever current and potential viewers can be found is critical. In addition, publishing content into post-broadcast viewing windows quickly will help prevent consumers from seeking access via illegal or legal rivals. Ultimately these views will count towards the audience total that advertisers pay for (using live+Xdays' as the currency).
With regards to distribution partners, it is beneficial for content owners to provide them with the metadata they need to surface content (including through advanced recommendation and universal search functions) and to make direct associations with other relevant programming. For example, when a viewer finishes Episode One' of the new linear series, they can be directed to the previous season's box-set. The aim is to turn owned-and-operated apps into an example of content discovery best practice (across own channel and VOD portfolio).
Achieving these objectives using technology
For both aggregators and content owners, these business objectives prompt a number of technology requirements, such as:
The ability to make content more discoverable by improving the accuracy and consistency of metadata and by drawing upon rich new sources of metadata, while at the same time streamlining the metadata workflow so it is less labour-intensive and easier to scale.
The ability to prepare an ever-increasing number of variants for each piece of content, to deliver media to all meaningful endpoints quickly and cost effectively. Both the metadata and digital on-demand publishing workflows must be made more efficient, in part through automation. Scalability and cost issues can be addressed by harnessing the cloud and a SaaS operations model, which also introduces more OpEx-centric financing.
The ability to converge/rationalise what are currently separate and parallel processes for broadcast and digital, thus removing functional and process duplication to reduce cost.
The key to meeting these requirements lies with how metadata is managed, particularly where new technology advancements such as artificial intelligence (AI) can be utilised. For example, the UK broadcaster Channel 4 announced a 2018 trial of AI to identify contextual moments' that provides positive sentiment around a product category, based on scene analysis. These are opportunities that can then be exploited by a relevant advertiser at the next available break.
At the heart of all content discovery lies metadata. In the age of data-driven insights, this is an often-neglected data process that underpins premium user experiences (including genuine content personalisation) and monetisation. There is a powerful and growing incentive for media companies to take a more metadata-centric view of life.
Using AI to enhance metadata augmentation will take content discovery to the next allowing, allowing for the sub-categorisation of content according to its mood or plot. For example, so-called micro-genres' such as quirky thriller' will help with search, and movie plots will be used to drive recommendations. Deeper insights will help AI systems cope with the non-structured requests that consumers make once they interact with their television services.
Television is now inherently multiscreen and to create a unified experience across multiple endpoints and audiences wherever they can be found cost-effectively requires a collaborative effort from aggregators and content owners. To achieve this, metadata and content workflows must be transformed. This transformation is also the basis for a generational upgrade in content discovery capabilities.
A metadata-centric approach brings handsome rewards in the form of an improved user experience and greater opportunities to monetise content directly and indirectly. The future of metadata and digital on-demand publis
Achieving optimal viewership through content discovery
15/11/2018
| LINK: | https://www.tvbeurope.com/features/achieving-optimal-viewership-throug... |
| See more stories from tvb |
Most recent headlines
17/02/2019
NETFLIX ACQUIRES WORLDWIDE RIGHTS TO AWARD WINNING SHORT GHOSTS OF SUGAR LAND
Ghosts of Sugar Land was awarded The Short Film Jury Award: Non-fiction at the Sundance Film Festival this year Logline: In Sugar Land, Texas, a group of young...
16/02/2019
Lotto and Lotto Plus results for Saturday, 16 February 2019
Are you ready for the Lotto and Lotto Plus draw on Saturday, 16 February? It's yet another chance to find out whether or not you're South Africa's l...
16/02/2019
Kaizer Chiefs news: Solinas wanted to sign out-of-favour Bucs defender
Former Kaizer Chiefs coach, Giovanni Solinas had his sights set on out-of-favour Orlando Pirates defender, Justice Chabalala, Goal reports. The Italian was rel...
16/02/2019
WWE Elimination Chamber 2019: 5 Best Chamber Matches
This Sunday sees the Elimination Chamber PPV take place from Houston, Texas. While it feels like the annual PPV happens at the beginning of each year, it may su...
16/02/2019
Multichoice takes the lead with 149 SAFTA nominations [videos]
The broadcaster can boast with the most nominated shows in all major categories, including feature film, TV comedy, TV Drama, soap and telenovela. Yolisa Phah...
16/02/2019
New movies at the cinema this week Friday, 15 February
Yes, we know the weather is wreaking havoc this week, but you can't stay bundled up indoors whole weekend either? Catch a movie instead. Show load sheddin...
16/02/2019
Bexel Now Offering Ross Video XPression Graphics Rental in the USA
Bexel Now Offering Ross Video XPression Graphics Rental in the USA posted: 16/02/2019 Bexel, an NEP Broadcast Services Company, have expanded their graphi...
16/02/2019
BNC Malaysia Equips 24-Hour News Studio with Ross Video
BNC Malaysia Equips 24-Hour News Studio with Ross Video posted: 16/02/2019 The BERNAMA News Channel, also known as BNC, is a 24-hour international news and ...
16/02/2019
Bexel Now Offering Ross Video XPression Graphics Rental in the USA
Ottawa, Canada, 16th February 2019 - Bexel, an NEP Broadcast Services Company, have expanded their graphics offering to now include Ross Video's XPression -...
16/02/2019
Primetime Ratings: ABC, CBS Tie on Weak Night
ABC and CBS tied for the win in Thursday prime ratings, both putting up a 1.0 in viewers 18-49, per the Nielsen overnights, and a 5 share. That beat the 0.9/4 t...
16/02/2019
Cox Sells Broadcast Group to Apollo Global Management
Cox Enterprises said it reached a deal to sell a majority interest in Cox Media Group's broadcast stations and newspapers to fund managed by Apollo Global M...
16/02/2019
FrameTrunk Takes on UltraHD Production and Post with AJA Corvid 88
FrameTrunk Takes on UltraHD Production and Post with AJA Corvid 88 posted: 15/02/2019 Pop-up production and post best describe the flavor of services that F...
16/02/2019
NAB 2019: Slomo.tv extends Ripley capabilities
NAB 2019: Slomo.tv extends Ripley capabilities posted: 15/02/2019 the worlds most compact 662 replay server and mobile videoReferee -R solution in the dim...
16/02/2019
Panasonic AK-HC5000/ AK-UC4000 cameras and slomo.tv's Arrow-II server @ NAB2019
Panasonic AK-HC5000/ AK-UC4000 cameras and slomo.tv's Arrow-II server @ NAB2...
16/02/2019
NAB2019: Fulcrum AT/12G server - Now supports more 3G/HD channels.
NAB2019: Fulcrum AT/12G server - Now supports more 3G/HD channels. posted: 15/02/2019 Modernized 4K multichannel recording and replay server At NAB Show...
16/02/2019
UKTV ramps up Original scripted drama with first commission for Alibi
Friday 15 February 2019 UKTV has commissioned its first Original scripted drama for leading crime drama channel, Alibi. The six-part series, Traces (6x60), is ...
15/02/2019
Live From NBA All-Star: Celebrity All-Star Game Brings ESPN Team Together
Live From NBA All-Star: Celebrity All-Star Game Brings ESPN Team Together Operations usually handled out of Bristol are fully staffed onsite By Ken Kerschbaume...
15/02/2019
Around the Biz 2/15/19: Activision Blizzard Feels Effects of Massive Layoffs; CBS Preps for NFL Rights Battle
Around the Biz 2/15/19: Activision Blizzard Feels Effects of Massive Layoffs; CB...
15/02/2019
Ratings Roundup: First Night of AAF on CBS Tops Thunder vs. Rockets; ESPN's UFC 234 Prelims Sit Second on Record
Ratings Roundup: First Night of AAF on CBS Tops Thunder vs. Rockets; ESPN's ...
15/02/2019
Behind the Mic: Fox NASCAR Adds Jimmie Johnnson, Kevin Harvick, Chad Knaus; ESPN Extends Cassidy Hubbarth
Behind the Mic: Fox NASCAR Adds Jimmie Johnnson, Kevin Harvick, Chad Knaus; ESPN...
15/02/2019
ESPN To Produce Full Court Press Second Spectrum Broadcast of NBA Game on March 1
ESPN To Produce Full Court Press Second Spectrum Broadcast of NBA Game on March ...
15/02/2019
Brightcove Signs Agreement to Acquire Ooyala's Online Video Platform Business
Brightcove Signs Agreement to Acquire Ooyala's Online Video Platform Busines...
15/02/2019
Euro Media Group Acquires Telegenic in Move To Expand Global Presence
Euro Media Group acquires Telegenic in move to expand global presence UK-based OB firm added to roster that includes CTV, Videohouse and United By Ken Kerschba...
15/02/2019
Fox Sports' Daytona 500 Innovations Include Rail Cam, Drone, Digiboom, and Virtual-Graphics Galore
Fox Sports' Daytona 500 Innovations Include Rail Cam, Drone, Digiboom, and V...
15/02/2019
Fox Sports Sets Pace for NASCAR Studio Ops With New Virtual Studio in Charlotte
Fox Sports Sets Pace for NASCAR Studio Ops With New Virtual Studio in Charlotte The facility will serve as backbone of all Fox NASCAR studio programs By Jason ...
15/02/2019
SOUTHCREST BAPTIST CHURCH UPGRADES MIC PACKAGE WITH DPA MICROPHONES TO PRODUCE UNMATCHED CLARITY AND
Compact Size and Accurate Capture of True Sound Proves Ideal for House of Worshi...
15/02/2019
SINGER/SONGWRITER LEO SAYER SWITCHES TO A DPA d:facto VOCAL MICROPHONE
The extended top end delivered by d:facto gives this internationally renowned artist the extra presence he loves when he performs live. It isn't often tha...
15/02/2019
TRAVELLING AT THE SPEED OF BIKE - WITH DPA MICROPHONES ON BOARD
Composer and musician Hans Andia rode around Chile and France with a pair of d:screet 4060 mics to capture audio for a series of unique sound maps. Running wa...
15/02/2019
Powerball and Powerball Plus results Friday, 15 February 2019
It's Friday night and that can only mean one thing; cash dollar bills (not really) are ready to be won in the Powerball draw. Powerball and Powerball Plus ...
15/02/2019
Property: Is it better to buy or rent?
When it comes to the question of whether one should buy or rent property, many factors come to mind. Both options have their own advantages and disadvantages. T...
15/02/2019
How to make the best of your guest room
Preparing for and hosting house guests can be a very enjoyable experience. There's something satisfying about helping your visitors feel especially welcome ...
15/02/2019
Watch: Generations The Legacy latest episode Friday, 15 February [video]
Tonight on Generations The Legacy: Zondiwe wants revenge for the money she lost out on. Sphe realises her nightmare might be far from over. Cosmo and Mrekza are...
15/02/2019
Watch: Latest Skeem Saam episode for Friday, 15 February [video]
On tonight's episode: Bushang unwittingly sabotages Alfred. Lehasa is horrified by what he finds out about Lelo. More burden is added on top of Kwaito's...
15/02/2019
Watch: Uzalo latest episode, Friday 15 February 2019 [video]
In today's episode of Uzalo: The church holds a thanksgiving service for Sibonelo and Qhabanga welcomes Sibonelo. Is Qhabanga sincere when he prays for Sibo...
15/02/2019
Sunday movie: Father Figures - what you need to know
Don't let the weather get you down this week. Instead, make some popcorn - go all out and make a blanket fort too, you know you want to - and settle in with...
15/02/2019
RuPaul's Drag Race All Stars 4: Episode 9 Rucap [video]
Naomi Smalls gagged RuPaul's Drag Race fans the world over when she eliminated Manila Luzon after claiming the Lip Sync for Your Legacy at the end of episod...
15/02/2019
Network 10's Baby Joy
One Born Every Minute due in 2019 We're just bursting with baby joy as we welcome the life-changing factual series, One Born Every Minute to the 10 family....
15/02/2019
Toshiba Publishes English Edition of Environmental Report 2018
Tokyo Toshiba Corporation (TOKYO: 6502) today published the English edition of Toshiba Group Environmental Report 2018. In recent years, as social issues such ...
15/02/2019
Net Insight AB: Net Insight Year-end report January - December 2018
Net Insight enables largest Remote IP Production ever, produced by SVT In collaboration with Grass Valley during 2019 FIS Alpine World Ski Championships Stockh...
15/02/2019
Netflix expands its presence in Mexico, announcing more than 50 projects in the country and the opening of a Mexico City office
Mexico City, Mexico - February 12, 2019 - Netflix, the worlds leading internet e...
15/02/2019
NETFLIX RENEWS EMMY-NOMINATED SITCOM ALEXA & KATIE STARRING PARIS BERELC AND ISABEL MAY FOR A THIRD SEASON
Netflix has renewed multi-cam sitcom Alexa & Katie for a third season of 16 epis...
15/02/2019
Graphics Plugin 2.2 now supports Edius and Viz Pilot Ed
The new version of Vizrt's Graphics Plugin now supports installation of Edius 8 and 9. The plugin now also gives editors access to Viz Pilot Edge, part of t...
15/02/2019
Our Streaming Data Suggests Who Might Take Home a 2019 BRIT Award
The BRIT Awards 2019, the British Phonographic Industry's annual celebration honoring the best in British and International music, takes place just a few da...
15/02/2019
Berklee to Present Honorary Doctorate to Epic Records President Sylvia Rhone
Image courtesy of Sylvia Rhone Epic Records President Sylvia Rhone will receive an honorary doctorate from Berklee College of Music on Friday, April 5, at the ...
15/02/2019
FUJIFILM MEDICAL SYSTEMS EUROPE HIGHLIGHTS ARTIFICIAL INTELLIGENCE INITIATIVE AT ECR 2019 AND CELEBRATES 20 YEARS of SYNAPSE PACS
FUJIFILM MEDICAL SYSTEMS EUROPE HIGHLIGHTS ARTIFICIAL INTELLIGENCE INITIATIVE AT...
15/02/2019
FUJIFILM MEDICAL SYSTEMS NEVER STOP DEVELOPING INNOVATION FOR HEALTHCARE IMAGING
FUJIFILM MEDICAL SYSTEMS NEVER STOP DEVELOPING INNOVATION FOR HEALTHCARE IMAGING At ECR 2019, FUJIFILM will show advancements in their clinical imaging portfo...
15/02/2019
Ericsson wins iF DESIGN AWARDS for Design System and Brand Identity
Ericsson (NASDAQ: ERIC) has been recognized for excellence in brand design and user experience implementation, winning two prestigious iF DESIGN AWARDS 2019. T...
15/02/2019
ITV Studios to unveil Spring slate at its Formats Festival
Published: Fri 15 Feb 2019 ITV Studios to unveil Spring slate at its Formats Festival Exciting new shows will be presented to buyers at its annual event More...
15/02/2019
ITV and Red Planet Pictures announce cast as filming commences on Jane Austen's Sanditon
Published: Fri 15 Feb 2019 ITV and Red Planet Pictures announce cast as filming...
