IBC SPECIAL - SEPTEMBER 2017 IBC_SUPPLEMENT_SEPTEMBER_2017 | Page 8

Accenture: Traditional broadcasters becoming data-driven A ccording to Gavin Mann (right), global managing director with Accenture’s broadcast business, broadcasters and programmers often struggle to understand demographics, behaviors, and intentions of people who watch their content such as TV shows. They do not know enough about which TV shows interest them and why, which character in the show alienates viewers the most, and how far into a scene a viewer watches a show. These problems exist because the data broadcasters have about their viewers tends to be sparse, disaggregated, and unreliable. However, Internet-based platform companies, known as ‘digital natives’,” possess extensive and valuable data about consumers. This specific and relevant data forms the core of their businesses and arms them with a wealth of information about the demographics, behaviours, and intentions of people viewing their content. Gaining deep understandings of their viewers, these platform companies can deliver consumers more personalised and valuable video content, services, and recommendations. As owners of the customer experience, digital natives deliver compelling video experiences that drive more advertising revenues. The competitive advantage this offers digital natives are motivating traditional broadcasters to become data-driven businesses, which have the following characteristics: 1.  Data-centricity: data-driven organisations build direct, one-to-one relationships with audiences, creating value propositions that encourage and reward audiences for sharing their data. These companies are in the business of amassing data on audiences and exploiting it. 2.  Platform-based approach: data-driven organisations take a ‘platform-based’ approach to gathering data from across all their brands and audience touch- points. Data is gathered and exploited in a coordinated manner across propositions and functional silos and throughout legacy and new digital channels. This enables broadcasters to properly exploit audience engagement across their product portfolios starting with visibility of how each audience member engages with each channel, brand or product. 3.  Operating models led by data insights experimentation: data-driven organisations don’t just collect data and invest in technology. They overhaul their operating models to place insight and experimentation at the core of their operations. This requires new structures, skills and ways of working to drive strategic KPIs (key performance indicators). Although broadcasters have been focused on improving the quality and reliability of their customer data for several years, at this year’s event they will be focused on data strategies because of mounting competitive pressures and growing demand by consumers for more Sky launching Sky- Fi channel On Demand and on NOW TV, Sky Cinema is bringing 1977’s A New Hope all the customers a collection way to 2016’s Rogue One – of classic and celebrated alongside all 10 original Star sci-fi films this September, Trek movies, Spielberg offering some of the genre’s biggest titles on a dedicated ‘Sky-Fi’ channel. Customers will be able to watch some of the most iconic franchises from the sci-fi genre. The dedicated channel the collection includes the entire Star Wars series – from classics such as Close Encounters of The Third Kind and Minority Report, plus James Cameron’s The Terminator. Ahead of the theatrical release of Blade is available at no extra cost to Runner 2049, the channel Sky Cinema subscribers, which will also feature the theatrical is available at £10 (€11) per version of Ridley Scott’s month. iconic Blade Runner, as well as Also available to viewers a special programme looking 8 ADVANCEDTELEVISION personalised services. Broadcasters need to increasingly adopt the approaches of the major digital disruptors and become data-driven media and technology companies. But few are doing so as quickly or effectively as the market indicates. To transform into data-driven businesses, it is critical for companies to pivot their corporate cultures so everyone understands that the company is, first and foremost, driven by data. A broadcaster, for example, needs to re-invent its business model so it is responsive to insights from customer data and uses that data to help reduce costs and generate more revenues. Insights and analytics should be applied across all areas of the business. Integration of, and reactions to, these insights is crucial for proving business value. At this year’s IBC expect broadcasters to be increasingly focused on: • Becoming data-driven as the industry continues to be reshaped by digital consumption; • Building more direct, insightful, and deeper relationships faster by knowing more specifics about their viewing audiences; this includes their habits, preferences, ages, and genders; • Constantly measuring performance of their pro