30 executive summary theibcdaily IBC Leaders’ Summit


STEWART EASTERBROOK CEO, STARCOM MEDIAVEST GROUP UK


“Over recent years we have seen an explosion in the number and diversity of communications platforms; whether that be broadcast channels, online networks or the actual screens themselves. Simultaneously, technological advances have meant that consumers have been


better empowered than ever before to manage, search, share and personalise their content experiences. Therefore, the importance of engaging


the right audience with the right content has never been greater. Get this right and to the victor, the spoils. Get this wrong


and be edited out of consumers' lives. The gap between those who successfully marry content and audience and those who do not will be wider than ever before. This marriage will be informed by data and demand great creativity.”


GINA NIERI DIRECTOR OF INSTITUTIONAL & LEGAL AFFAIRS AND STRATEGIC ANALYSIS, MEDIASET


“While the internet and connected devices bring unprecedented opportunities, broadcasters are also facing major challenges. New players have entered the value chain, extracting value from our content, without contributing to its financing.


Regulatory efforts should be made to promote the creation of a secure and competitive online environment, in which


the audiovisual industry can keep its current level of investment in professional and original content. Failure to address and promote legality, online responsibility and fair competition risks missing the opportunity to transform the online environment into a real generator of economic and cultural value. In terms of spectrum, I believe further


efforts should be made in order to fully consider the migration of existing and


successful broadcasting services to lower spectrum bands and the impact that this would have in terms of costs for consumers. These costs may include access to


audiovisual content, investment in original European works, pluralism and the ability of the Digital Terrestrial TV platform to compete with delivery networks with advanced and attractive services, such as HD, 3D and 4K.”


DANIEL DANKER CHIEF PRODUCT OFFICER, SHAZAM


“There’s a recurring temptation to create second screen experiences for all TV. We must resist the urge to use every technological feature available, we must eliminate unnecessary complexity, and we must make the experience welcoming for all users and not design with the early adopter in mind. The best and most


enduring way to increase ratings is to delight viewers with a great broadcast and an intuitive, engaging experience on their second screen. Data has already transformed many


online services, making them more timely and personal. But we have yet to see that transformation really happen in the


broadcast world. Now, products like Shazam use data to create stronger connections between programme makers and their viewers, and that’s certain to have the kind of transformative impact in television as it has had in online services.”


BRIAN SULLIVAN CEO, SKY DEUTSCHLAND


“Today, like never before, the industry is in the position to analyse customer behaviour and preferences. In doing so, we have the opportunity to build more value for our business. ‘Big data’ allows us to look from a new perspective at the way


we acquire and create content, develop new products, and interact with our customers – resulting in more accurate strategic planning and higher operational efficiency. But it also poses challenges: first and foremost the respect for customers and their privacy must


be paramount. Furthermore, big data alone does not create value. A clear business vision within organisations that serves customers from a value and satisfaction perspective are mandatory factors for long-term success.”


PAUL LEE GLOBAL DIRECTOR, DELOITTE RESEARCH, TECHNOLOGY, MEDIA AND TELECOMMUNICATIONS


“Television is one of the most powerful shop fronts there is, and is a significant driver of discovery of new products and services. Watching TV along with a second screen places a till on the lap of every viewer. What is well known is that television drives search, which in turn drives purchasing. What is less


well known is the extent to which this happens across multiple TV campaigns. Blending viewing behaviour, down to the individual, along with browsing behaviour, creates a powerful feedback mechanism that helps quantify the impact of response- driven ad campaigns. This feedback can be


used to determine how best to structure TV commercials. Not all purchasing takes place online – so tracking the impact of TV campaigns for cars would require also adding financial transaction data to understand at what point commercials might lead to purchase.”


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