September 2014 www.tvbeurope.com


TVBEurope 29 Special Report: OTT Multiscreen


areas: acquiring content, delivering a high quality experience, and maintaining/expanding service subscription. Traditional broadcasters already hold a very established brand relationship with the viewer, something that


emerging OTT companies will have to invest heavily in to create and nurture over the coming years. By increasing the speed of innovation and adopting a consumer-centric approach, broadcasters can respond to a new range of


“In order to succeed in today’s industry landscape, broadcasters must build the necessary business and technical principles to drive innovation, increase efficiency and agility and ensure consumer loyalty.”


This is similar to the success Apple achieved in music distribution with iTunes controlling over 63 per cent of the online music market in 2012 (NPD group). Having taken a controlling percentage of the rental market, these new players have the business models and depth of understanding to deliver the necessary services to consumers across a wide range of channels and devices.


Broadcasters can leverage new online opportunities Yet, this industry expansion presents an opportunity for established TV broadcasters. Essentially, they must focus on three specific


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