As content providers continue to embrace OTT as a viable option for direct delivery of programming to their audience, telco and cable operators need to pay close attention as they consider their own video services initiatives. Whether it’s a single channel provider or a multi-channel media organization such as Dubai Media Inc. (our current “Client Spotlight”), content producers, broadcasters and aggregators know that it takes both multiple programming windows and multple distribution methods to satisfy an audience, plus meet their business and revenue objectives.
When offered as an integrated service along with traditional broadcast or pay TV, OTT distribution can be used to increase audience awareness by offering everything from sneak previews of full-length shows, to catch-up programming, or even “extra” content only available to OTT subscribers. This strategy for expanding their audience through OTT enables content providers with a compelling way to build their case to service providers for negotiating increased per subscriber rates for their video programs.
Peter Contardo, Endavo’s CMO/Head of Content, adds: “Content providers can also use their expanded OTT audience to deliver additional value to existing advertisers and sponsors of their programming. Advertisers are looking for ways to embrace emerging multi-screen opportunities and what better way than to jump right in by leveraging an established business relationship with a trusted content provider.”
Once again, my advice to Service Providers is to closely follow what’s happening in the content provider space. Knowing what is driving producers, broadcasters and aggregators can help as you evaluate/plan/launch your own OTT initiatives.
That’s how I see it. What are your thoughts?
Paul D Hamm