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Developing new business strategies in a changing TV-industry

Sundblad, Willem and Twetman, Joakim (2013) MIO920
Production Management
Abstract
Problem Definition
The TV landscape is changing, with technological progress the industry is
moving to become a more personalised experience, where the consumer can
choose what to watch and when. The entrance of on-demand video services
and piracy are rewriting the way people consume their favourite series and
movies, which opens up a new market with new opportunities. This new
market is one where the traditional distributors might not have the natural
advantages one might assume, and new players can enter the TV market.
This new on-demand landscape enables the content owners to directly
deliver their content to the end-consumer. However these content owners
might not have the technical expertise to do so and a technical partner... (More)
Problem Definition
The TV landscape is changing, with technological progress the industry is
moving to become a more personalised experience, where the consumer can
choose what to watch and when. The entrance of on-demand video services
and piracy are rewriting the way people consume their favourite series and
movies, which opens up a new market with new opportunities. This new
market is one where the traditional distributors might not have the natural
advantages one might assume, and new players can enter the TV market.
This new on-demand landscape enables the content owners to directly
deliver their content to the end-consumer. However these content owners
might not have the technical expertise to do so and a technical partner will
be needed, like ATC, the company used for the case study for the thesis.
One of the major problems in the video content market is that one content
owner might not fill the full need of one consumer, who would prefer to
gain access to the video content of multiple content owners.
Purpose
The purpose of the thesis is to describe and analyse the TV media industry
and to identify new business concepts for a technical provider of OTT-video
service.
2
Methodology
The thesis has a descriptive goal as well as a goal to identify new business
ideas. Therefore the data collected is of a qualitative nature. The primary
data comes from interviews with stakeholders as well as a questionnaire
conducted by potential customers. A lot of secondary data has been
collected through industry reports and news papers.
Conclusion
Today the TV-industry, especially the online one, operate on an “allagainst-
all” system, which is holding back the full potential of OTT-video.
The industry will in the future be more heavily impacted by the customer,
who will gain a stronger role in the value chain.
To gain a stronger position for a technical provider and to ensure long term
growth it is preferable to bundle different content owners. This will reduce
churn rate and increase the revenue per user. Create equal partnerships
between content owners, convince them that holding hands with competitors
will help them beat their true competitors who are the substitutes like,
piracy. The technical provider should create a neutral platform where
content owners can add content, easily and quickly after release. In this
platform the content owners should be given the possibility to tag their
content with their brand. (Less)
Please use this url to cite or link to this publication:
author
Sundblad, Willem and Twetman, Joakim
supervisor
organization
course
MIO920
year
type
M1 - University Diploma
subject
keywords
OTT-video, Product Bundling, Content Owners
other publication id
13/5458
language
English
id
4024465
date added to LUP
2013-09-13 15:36:50
date last changed
2016-02-12 09:37:48
@misc{4024465,
  abstract     = {Problem Definition
The TV landscape is changing, with technological progress the industry is
moving to become a more personalised experience, where the consumer can
choose what to watch and when. The entrance of on-demand video services
and piracy are rewriting the way people consume their favourite series and
movies, which opens up a new market with new opportunities. This new
market is one where the traditional distributors might not have the natural
advantages one might assume, and new players can enter the TV market.
This new on-demand landscape enables the content owners to directly
deliver their content to the end-consumer. However these content owners
might not have the technical expertise to do so and a technical partner will
be needed, like ATC, the company used for the case study for the thesis.
One of the major problems in the video content market is that one content
owner might not fill the full need of one consumer, who would prefer to
gain access to the video content of multiple content owners.
Purpose
The purpose of the thesis is to describe and analyse the TV media industry
and to identify new business concepts for a technical provider of OTT-video
service.
2
Methodology
The thesis has a descriptive goal as well as a goal to identify new business
ideas. Therefore the data collected is of a qualitative nature. The primary
data comes from interviews with stakeholders as well as a questionnaire
conducted by potential customers. A lot of secondary data has been
collected through industry reports and news papers.
Conclusion
Today the TV-industry, especially the online one, operate on an “allagainst-
all” system, which is holding back the full potential of OTT-video.
The industry will in the future be more heavily impacted by the customer,
who will gain a stronger role in the value chain.
To gain a stronger position for a technical provider and to ensure long term
growth it is preferable to bundle different content owners. This will reduce
churn rate and increase the revenue per user. Create equal partnerships
between content owners, convince them that holding hands with competitors
will help them beat their true competitors who are the substitutes like,
piracy. The technical provider should create a neutral platform where
content owners can add content, easily and quickly after release. In this
platform the content owners should be given the possibility to tag their
content with their brand.},
  author       = {Sundblad, Willem and Twetman, Joakim},
  keyword      = {OTT-video,Product Bundling,Content Owners},
  language     = {eng},
  note         = {Student Paper},
  title        = {Developing new business strategies in a changing TV-industry},
  year         = {2013},
}