The Anchor: Raman Kalra on 5 reasons how tech is going to drive media and entertainment

11 May,2012

By Raman Kalra


1. Always Connected

The shift to connected devices disrupts established ecosystems and present opportunities to engage and monetize the content in very different manners. It is beyond than just being digital. Multitudes of technology platforms is fast becoming a reality providing seamless experience to the consumers.


2. Target consumers based on their “digital personalities”

Personalization of content is an ‘essential’ now to be able to garner the time and wallet share of the consumers, and thereby monetize the content. While most of the ecosystem players are yet to gear up for age based segmentation, it’s already becoming increasingly important to segment the consumers based on the individual behaviours. Social media adoption and influence is further making this element lot more critical. Media companies will have to invest lot more heavy for the Customer Relationship Management solutions.


3. Substitution is real

Fragmentation continues as consumers of all ages embrace these new experiences, substituting time spent with traditional media. With consumers of all ages embracing digital, the threat to traditional media is real and which brings with it the larger impact of the multi-billion dollar ad industry. As cannibalization percentage grows, more revenue will be at risk for broadcasting and print industries. Changing media consumption habits with time-shifting and place-shifting will further add to this challenge. Technology will bring a paradigm shift in the way audience measurements and readership surveys are carried out. This will eventually work towards a 360 degree view of the consumer behaviour.


4. Cable Industry will see a big shift from B2B to B2C

With ongoing digitization of cable industry, technology – both information technology and operational technology – will become critical to succeed in the changing B2C environment. Globally, cable & satellite companies have made their profits from VAS add-on offerings. It is vital for cable companies to start understanding this important aspect and invest in technology for organizational readiness from back end standpoint as well as in revenue generating technologies to lead the ARPU growth. Consumers are more than willing to pay more, if provided content of their interest and relevance.


5. Its ‘Data’ flowing everywhere

The media industry is increasingly driven by data, shaped in different forms including news, education, sports, entertainment, and so on, flowing in structured as well as unstructured form. Media companies would need technological solutions to be able to make the data useable to inspire customer actions such as: buy, subscribe, share, recommend, like, etc.


Raman Kalra is Director & Partner, Communications Sector-Media & Entertainment, Industry Leader, IBM Global Business Services, India/South Asia

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