Part01 broadcast TV in the middle East and digital media_ Strategic Approach

Broadcast TV, Journalism & Digital Media
in the Middle East;
Strategic Approach For Sustainable Engagement
Sameer Issa
Communications & Media Strategist © 2013

Broadcast TV, Journalism & Digital Media
in the Middle East;
Strategic Approach For Sustainable Engagement

Part 1/3: Changing Media Landscape.
Part 2/3: Middle East Marketplace; Strategic Opportunities.
Part 3/3: Digital Brand & Technology.
Sameer Issa
Communications & Media Strategist © 2013

“If television is a babysitter,
the Internet is a drunk librarian who
Just won't shut up!”
“Dorothy Gambrell”

Broadcast TV & Digital Media Strategic Opportunities
Sameer Issa | Communications & Media Strategist

!3

Introduction
Changing Web & Media Landscape


Introduction
Changing web & Media Landscape

4

The future of Web
From Desktop to Cloud
“ Our goal is not to build a platform; it's to be cross all of them”
Mark Zuckerberg


Introduction

!5

Welcome to Post PC Era
Desktop

Web

Post PC

1- Wave

2- Wave

3- Wave

Disruptive Force:
Computing Capacity

Disruptive Force:
URL & Bandwidth


Disruptive Force:
Social, Mobile & Cloud

Introduction

!6

This is not the web


Introduction

!7

Web

Web

Web
Web

Web

Web

Web

Web

Web

Web
Web

Web

This is the web

Introduction

!8

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Web

Web

Web

Web

Web

Web

Web

Web

Web

Web

Web

Web

Web

Web

Web

Web

This soon this will be the web

Introduction

!9

The future of social web
Understanding major trends within the digital space
First 10 years

Next 10 years

Yesterday

Today

Tomorrow

Publishing

Participatory

Realtime Web

Creating and building stuﬀ
on the web.

Sharing and collaboration.

The fundamental shift

from closed to open

Open, realtime responsive
digital space.

• “Open” is a real challenge, because our brain
•

is wired to be in control, we like to be in
control, Open creates risk, it may feel unsafe..
But “Open” in the digital space means more
power & more money.


Upcoming 10 years

Introduction

!10

The Future of Social Web; 3-5 years
•
•
•
•

A Live Connected Social Brain
1/3 of the population will engage.
Socially Augmented reality, mixing real life and
cyberspace.
The cost of staying in touch will drop to zero.
Real time feedback, reviews & ratings. 
“The absence of accurate, real-time and verified
data about you or your business may soon mean
that you don’t exist”

Social media becoming trust osmosis
• Social media is CRM; you’ll have either a social
business or non.
• Intelligent automated social agents.
• Privacy becoming an action we must take.
• “Social capital” becoming value for real money.

Introduction

!11

The Future of Social Web; 3-5 years
•
•
•

Vertising instead of advertising!
One way communication from a non-trusted
source will be 99% useless.
“Social advertising” advertising in the context of
relationships” will grow to 30% of digital
advertising.
People will have more control over advertising
messages. “With-vertising”“use mobile phones to
control the ads!”

More of open & fremium model
• 30% of content within most industries will be
based on fremium model; offering free content
which leads you to a place where you’ll be asked
to pay for additional stuff.

Introduction

!12

The future of social media in a simple form
The Abundance of things, and the Scarcity of things

Scarcity = Money

Abundance
• New products and services.
• Content, Machine Intelligence,
No of connections.


Scarcity
• Trusted opinions.
• Context, Human Creativity,

actual Verified relationships.

Introduction

!13

News industry in a changing
digital landscape
An Industry overview during Disruption
“ Mobile is a lot closer to TV than it is to desktop”
Mark Zuckerberg


Introduction
News industry in a changing digital landscape

!14

The need for news
The need to be define social identity

01

02

03

04

Social

Civic

Personally
enriching

Work Related
Needs

Enjoy Sharing with
Friends and Family.

Feel A civic or social
obligation to Stay Informed

Improve my life

Need to follow on My
Work

People approach news consumption driven by the
need to define their social identity.


Introduction

!15

Television


Introduction

!16

The shift from this..

Introduction

!17

to this

Introduction

!18

Technology as a disruptive force

From mass audience centered around
media into collective ecosystem of
personalized shared experiences


Introduction

!19

+

History of TV
News consumption biggest competitor is
TIME. 
“any activity that uses audience time”

•

Old Model; fewer options, more time, less
audience control. “Measuring eyeballs”
Todays’ Model; More Choices, less time,
more audience control. “Measuring

1970
1995

Post Digital Era;
Web 3.0, 4.0?

2015

Engagement/ Sentiment Analysis”
LIMITED CHOICES

1948-1960

1961-1990

• New Experience Drives
Viewership.

• Limited Viewing Options
• Control to Government/
Network Owners.

• Program Quality & Choice
Secondary.


?
+

•

1950

Audience Time Share

•

Content Consuming Options

ENDLESS CHOICES

1990-2013
• Unlimited Viewing Options
• Control to Audience.
• Loosing audience for digital
media.
• Program Quality Critical.

Introduction

!20

Power Shift

Empowerment of individuals due to digital media
when they had no power at all before. Increased
options move power to audience.


Introduction

!21

Smart TV/ Digital TV & More
Extreme Industry Disruption

TV Broadcasters

VOD Providers

Free Web Content

Pay TV
Operators

IP
Digital
..


Niche Content

Games, Apps,
Social

Content Owner

Pay TV Operations

Introduction

!22

A Disruptive Model
Analog TV

Digital TV/ Smart TV


Disruption

Introduction

!23

News Consumption behavior Changes
News consumption becoming a new social experience & a socially-driven activity

•

Hot news consumption shifting towards social stream. 

•

Social network becoming personalized newswire. 

•

Friends becoming news sources. 

•

News consumption becoming a new social experience and a socially driven
activity. 
“75% of news consumed online is through shared news” * 

Most downloaded Youtube videos are news and special interest stories, “Its not
people who lost interest in News, its that they shifted platforms”
“74% Receive information & News through Facebook” *
“73% expect their friends to share interesting news & stories” *

* NPR Survey


Introduction

!24

Direct response to noise
Filtering the noise & the issue of relevancy

•

Online media sites loosing traffic for social stream. 

•

Average user now turns to only few web sites gathered through so many
sources. 

“Gone are the days when you spend hours on NYTimes Site”

“92% of Americans Use Multiple Platforms To Get News On A Typical Day Including
National, Local TV, Internet, Newspapers, radio..”

•

News is becoming pocket-sized, mobile will lead the next wave of pressure.
Multitasking while watching tv is a noticeably growing trend globally. 
“85% of Americans multitask while watching TV *”

•

A crises in influence; distraction by the issues above and below. 
* Neilson Report 2012


Introduction

!25

Personalization, Customization & Collaboration
People demand more control over news stream!

•

News feeds becoming user generated and more personalized. 

•

Personal preferences and customization. 

•
•

Participatory; People are demanding for a bigger role in news making.
Collaborative Reporting; Merger between journalist, sources & content producer. 
The witness becomes The reporter, public is becoming an Integral part of news
process and news making. 

“People want to see only the news they’re interested in through a personalized stream of
content”
38% of online news consumers have customized their news stream”

* Neilson Report 2012


Introduction

!26

Challenging traditional journalist mindset
• As people are loosing trust in media organizations, todays’ journalist is challenged
•
•
•

to create his own personal branding for independent followers which eventually
tunnels back to news organization site.
Ceding a degree of editorial control to the community while maintaining
credibility & news source verification.
Todays’ journalist is constantly challenged to be more creative in story telling,
focusing on stories with humanizing perspective & deeper social interaction.
As many people use social sites as a landing page for news, Journalists have to
find ways to integrate their editorial role into the New Streams and not just shift
platforms.


Introduction

!27

Engaging the next generation of news consumers
The next generation is going to determine the future of journalism.

• Audience have issues separating news from opinions from propaganda from
•
•

entertainment, a huge confusion problem.
One major concern about internet is that people use news technology to retreat
Into their narrow interests, and that accidental news consumption “discovering
things you didn’t know would interest you” would erode.
Is today’s audience becoming more or less sophisticated news consumer?! 
“69% of america think that if newspapers don’t exist its not a big deal, can still get it
through the web!!”


Introduction

!28

From close to open; learning from music Industry
Transitions of disruptions

• People were so passionate about music, they wanted to share it.
• Big companies Like Sony tried to stop that and failed to understand that real
•
•
•
•

revenue during disruption is in monetizing interactivity around music, not in
selling music.
Music sharing was taking over, traditional companies missed the opportunity.
My Space was the first to see build an effective monetizing model around music
interactivity.
Music industry rebuilt with a revenue model based on live performance, concerts,
licensing, merchandising. A change as a result to digital free access to music, Life
real person connections & experiences.
A growing population is consuming music via streaming rather than owning it.


Introduction

!29

Monetizing challenges
Current Tv industry monetizing model will not be viable in the future.

• Brands will not continue to pump 200 billion globally into 30 second spots when
•
•
•
•

they are being more and more irrelevant. Defining strategic approaches related to
monetizing digital content and second screen engagement.
Monitoring fragmented audience requires more sophisticated measurement
tools, most of which are being evolved and transformed.
Monetizing fragmented audience that has the power to shift platforms and move
in masses raises additional challenges to monetizing strategy.
Older tv revenue model was based on mass audience making it so easy to
monetize requiring simple measurement tools.
Monetizing in a digital space where things are offered for free is yet another
challenge.


Introduction

!30

Basic principles during disruption
Behavior change & monetization

•
•
•
•

Behavior & culture change is first.
Monetization is the result of that not a starting point.
Expect radical behavior changes due to technology.
Habit changes is where the money is. when habit
change occurs, revenue change will follow.


Introduction

!31

The Future of TV
An industry on the drafting board
“The future isn‘t either traditional or digital: it‘s an interaction loop between
the two.Television fans want to get involved and be counted. It‘s how creative
we are in engaging those fans – and keeping them connected even as they
may move away from the traditional network – that will determine how
potent and profitable we will begin the future”
Kevin Reilly, President of Entertainment, FoxBroadcasting


Introduction
The Future of TV

!32

The storm is coming
To reach 50 million, it took..

RADIO

TV

INTERNET

FACEBOOK

38

13

4

0.25

YEARS

YEARS

YEARS

YEARS

“The intersection between TV and social media will mature
beyond stats and fads and evolve into something that makes a
real impact on viewers and show producers alike”


Introduction
The Future of TV

!33

Experience roaming becomes
the key to future competition
Experience roaming becomes the key to
future competition!

SOCIAL

VIDEO

WEBSITE

MOBILE

USER


Introduction
The Future of TV

!34

Second Screen Engagement
Changing the Industry

Introduction
The Future of TV

35

A connected world with TV everywhere and
new content gatekeepers in the living room
“Second screen engagement will drive curated, interactive
experiences and new monetization models”
Agora Media Innovation LTD


Introduction
The Future of TV

!36

Second screen engagement;
a game changer
• Second Screen Engagement gives the audience more of what they want:
•
•
•

interactivity, metadata, behind the scene views, scoops, insights, social
relevance, and connectivity.
Temporal metadata allow for audience to interact with a show and participate
in; trivia, polls, quizzes, predictions, voting, buying merchandise and more.
The backend management system and ability is here already to synchronize
second screen to live events as they happen on the air and offer full
interactivity with live Broadcasts.
Data Mining from the Second Screen and Connected TV will change the game
of TV Metrics. Web-style analytics will give data from the VOD servers, CDNs.


Introduction
The Future of TV

!37

Social media integration,
rewarding engagement
• Facebook and Twitter posts related to TV the consumer is watching can be
•
•
•
•

tracked and sentiment monitored on a massive scale – which will be the new
ratings.
Second Screen Ad Injection systems will automatically place interstitials, reward
the viewer, buy merchandise specifically related to what they are watching on TV
(brand/ sponsor).
Second screen will act as a universal remote.
Cloud services will make TV everywhere control a reality.
EPG, content discovery will move to second screen.


Introduction
The Future of TV

!38

How Shazam Plans To Make
Money On TV's Second Screen
• Shazam's latest push brings this same functionality to
television shows. Users can tap the record button in the
app to take an audio sample and Shazam will match
what it hears against its own database to identify the
show.

• As it does with songs, Shazam unlocks all kinds of
supplementary content and information about the
show.

• Shazam's shift into this space is yet another sign of
social TV's huge potential. Through a partnership with
Delivery Agent, Shazam offers viewers the opportunity
to buy merchandise related to a given show.

Introduction
The Future of TV

!39

Social Metrics Becoming
New Industry rating
Twitter is taking a serious role in Television

• Neilsen findings that social chatter about TV shows
•
•

actually correlates with ratings.
Nielsen TV ratings is planning a joint venture with
Twitter to track viewers’ engagement with the
programs they watch. Expected launch fall 2013.
The Nielsen Twitter TV Rating will provide metrics
for the total audience for social TV activity,
including Twitter users participating in
conversations about shows on the network.


Introduction
The Future of TV

!40

Future of TV
• The growth of Social TV.
• Remote 2.0 “the evolution of user controls” TV interface controls will also
•
•
•
•

expand beyond pointing a remote control at the screen to allow
interacting with TV content.
Social media-fueled content discovery. Personalized "Flipboard-for-video"
apps like Show you, Frequency and Vodio are changing the way how early
adopters find and consume web video.
AirPlay-style functionality grows more mainstream.
Convergence between mobiles & television, connecting tablets to TV’s
(using Apple’s Airplay based functionality).
Original, Web TV programming from Internet companies was a big trend in
2012. Hulu, Netflix and YouTube all made major investments in original
content.


Introduction
The Future of TV

!41

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