Who will survive and grow as broadcasters face digital stresses brought about by the speed of technological advances, audience fragmentation and changing viewing behavior, and the challenges of strong competition?
Mr. Herve Michel, Deputy Director, International Affairs, France Televisions, France, said the key to success is mastering programming, and developing strong brands.
“ As a European media pundit put it recently: content is king and brands are king’s boss: brands offer strong landmarks in our fragmented digitized world,” he said.
Mr. Michel spoke during the plenary session on ‘Approaches for Growth and Sustainability” held on the second day of the Asia Media Summit 2011 in Hanoi.
As the traditional broadcasters prepare for implementation of the digital switchover, he expressed optimism over the future of television. He cited as reasons for his positive outlook the growing level of viewership particularly in the European market, accessibility to more channels operated by traditional networks, and the strategy of traditional broadcasters to keep control of their audience by controlling the future means of alternative signal distribution like on-demand platforms, mobile phone services and IPTV.
Professor Li Ruigang, President of Shanghai Media Group (SMG), China, also spoke at the session, showcasing the company’s initiatives to reposition its place it in the digital world. He said SMG has become a full media service provider and highlighted that the TV Store is at the center of its reinvention. This TV Store contains large volume of content and applications, providing intelligent search and drama audiences can use, and effective TV pay scheme.
He also pointed out that SMG has repurposed its content production to provide new content and create a new media experience.
In his presentation, Mr. Ruigang showed how media consumption has evolved in China. Audiences view traditional media as well as other media distribution platforms. They access not only from home and office, but anywhere. With the introduction of intelligent terminals, they have effective means to search content. He also said consumers have shifted from being a passive player to active author and distributor in TV.