Rod Henwood, new business development director of Channel 4 says the TV business model is under threat. The main defence? Brand, exclusive content, cross-promotion, corporate focus and adaptability. The strategy: protect programming budget, new services, ubiquity, VOD and online investment.
The main points:-
The story telling process has changed for ever;
integration in the platforms and the newsrooms;
advertising market is critical;
user generated content and community is key;
The challenges? Sellers want ROI and buyers want intelligence in real time.
The cultural challenge is making the journalists deliver the news when in happens on many platforms.
- Aggregated portals
- Community content
- Peer to peer networks
- Workflow tools
The key is developing rich data, he says.