32 executive summary theibcdaily The IBC Leaders’ Summit
Mike Darcey COO, BSkyB
The game is one of embracing change and moving forward with it. Mistakes are made, to the extent that they are made, when companies attempt to stop the world spinning on its axis and resist the flow of change. That doesn’t really work when technology, consumer behaviour and the response of innovative media organisations is moving forward. It’s no surprise that new technology and OTT services are perceived as a threat because that is the narrative that has always been written, when in fact those companies that are successful will learn to adapt and view change as a great new opportunity.
Mistakes are made when companies attempt to resist the flow of change
Ingrid Deltenre Director General, EBU
If we are to succeed with connected TV we need to stop competing in technol- ogy, and start competing in content. Connected TV can be an important way to bolster a broadcaster’s services, to make them hold viewers' attention more, and be more competitive. One way is to provide on-demand ‘catch-up’ or archive programmes. Another is to provide services that complement the broadcast, such as background on the show, opinion forums for viewers and so on. Broadcasters need to find creative ways of doing this. We need to think in terms of using either or both the TV set and the ‘companion screen’. Connected TV could also be the way to deliver movies and premium events to the home - eventually superseding packaged media like DVDs and Blu-ray. It may become the movie gateway directly into the home. However, the potential Achilles' heel in both cases may be the fragmentation of technical systems, and inadequate national internet delivery infrastructures.
John Tate Group Director, Strategic Operations and Chairman, BBC Studios & Post- Production
Connected device usage is soaring. BBC iPlayer alone has grown 40% in a year, almost all on TVs, mobiles and tablets. This is great news for audiences. You can now get every BBC programme and service on almost every device, no longer constrained by adjacency to the PC or the scarcity of broadcast spectrum. Usage of connected devices during the Olympics was staggering, with mobile up 50% and connected TV over 100%. Challenges remain. Connected de- vices need to be connected – still fewer than half of IP-enabled TVs are. Built-in WiFi will help, but isn’t yet standard. Connectivity black holes will be with us for some time. The best devices will come with broadcast access and local storage. And no-one has cracked how connectivity makes story-telling better. That’s why the BBC has started a Connected Studio to work with the industry to develop the best creative and technical ideas.
Claire Tavernier SEVP, FMX and Worldwide Drama, FremantleMedia
Connected devices represent a dramatic shift for TV producers and broadcasters used to a rigid scheduling and release programme. Business models will have to shift to accommodate the new offer to the consumer. On the other hand, here is our opportunity to reach viewers of our content anywhere, at any time. Suddenly we have the possibility to create niche (sorry, long tail) content and have it reach the viewer in a way that simply wasn't possible. Our big, prime time offerings resonate on the world's stage like never before, and they keep resonating long after coming off air. So challenges, certainly. But also millions of new opportunities.