Forward thinking I – PayTV and Sundry Issues
IS A ‘BROADCAST RIGHTS’ COUP IMMINENT AGAINST DSTV?
The Nigerian payTV market has recently witnessed newcomers that will be a game changer, deepen the competition and snowball into series of unintended consequences for DSTV, the biggest competition. The launch of ConSat and lately acTV into the low income-segment of the market is keenly contested by StarTimes+StarSat (StarSat is StarTimes’ joker to target for the middle-high income subscribers) and GoTV (a DSTV’s surrogate brand to protect its base in the low income segment). The coming of ConSat and acTV would in the short term lead to a free for all fight to get first time payTV subscribers. As the time is ticking for the broadcast digitization deadline, it is expected that these players will up their game in content creation, acquisition and ownership.
At MediaIntegra, we see beyond the surface. The implication of this trend portends more for DSTV and media managers. Out of all the competitors in the payTV market, DSTV/GoTV seems to be the odd one out. The likes of ConSat, StarTimes-StarSat and acTV and other yet to be launched brands can form a pressure group, alliance or partnership to dethrone DSTV’s exclusivity to key sports property and contents majorly English Premier League, UEFA Champions League etc. Such development would democratize media buying and participation in sports contents on payTV, increase creative options, and an eventual reduction in rates due to the spread and coverage of what such arrangement would create. You would need the context, content and strategy to enable your brand benefit from this potentially-positive scenario.
How Twitter will Change the Business of News
From the fact that it is now the most popular micro-blogging platform, Twitter has in recent times become most influential news-breaking social medium. New innovations and products shipped out by the Twitter Inc. would excite newsmakers and unsettle news breakers who earn sizeable amounts of their revenue from advertising, ‘brandvatorial’ and other leveraged contents they sell to advertisers. Top on its lists of features is the group direct messaging functionality that Twitter in direct competition with BBM (BlackBerry which opened up its chatting app for advertising in mid-2014). It’s ‘While-you-are-away’ functionality keeps non-heavy users of the platform in-sync with what they missed and needed to know. Doing away with Vine, Twitter has further perfected its video capabilities with longer duration and simplicity of usage and sharing.
The unprecedented traction Twitter is gaining within this period of 2015 presidential elections points to the fact that Twitter is not just competing with international news breakers (Bloomberg, CNN, BBC, AP and Reuters) on the ‘platform’ and ‘distribution’ side of the news business. It is competing with them on the ‘news interpretation’ and ‘news analyses (an area the likes of Financial Times and Bloomberg monetizes via premium and ‘freemium’ models) side of the business through opinion formers/leaders/activists that Twitter users follow. For local publishers and news breakers such as Punch, Vanguard, SaharaReporters, Premium Times and others, it is should be clearer that while they heavilyy use Twitter to trend news, drive traffic to their site and other editorial contenst, Twitter is becoming a silent competitor that is building an ecosystem for news breaking, distribution, analysis and content leveraging. This has serious implications for brands that target high income audience (financial brands, premium brands, youth focused). Is your strategy taking Twitter seriously? Are you just a ‘Facebook and banner’ brand? Having a well-designed digital strategy can make your brand benefit from this Twitter-phenomenon.
YOUTUBE FOR KIDS OPENS UP BRAND ENGAGEMENT FOR KIDS
Earlier this week, Google announced the launched of YouTube for kids. A customized version of YouTube with videos and musical contents will be pushed as a ‘safer’ video service for children. Previous attempt had been made by startup such as Happly, Jitterbug.tv, PlayKids TV, Cakey to fill the void of an online video platform for kids. What makes YouTube for kids different is that instead of relying solely on algorithm filtering, quality of its contents are assured by human beings through manual sampling. Its interface is simple and better than the adult version. Its parental controls allow timing and length of viewing, muting distractive audios. Parents can also disable to the search option to ensure only preselected contents are watched. YouTube for kids is currently available in the US on Andriod and the in the U.S. iTunes App Store. Google has not mentioned when it will be ready on other mobile OS or geographies
The credibility of YouTube as a rich but complete on-demand video platform will have ripple effects in making YouTube for kids accepted by parents, TV streaming platforms and content producers. While carefully taking cognizance of commercial communication restrictions, it will also afford marketers the opportunity to embed brands into various stories that socializes with discerning young video lovers who will soon become brand aware. Your brand will need to connect with kids who are influencers and future customers of your brand, YouTube is the ‘new TV’. Knowing how your brand fits is first step in the right direction
Forwardthinking is a Mediaintegra weekly thought leadership piece on top trends in media (digital, ATL and BTL) that impact marketers and brands. With a predictive tone, it dissects the implications of these trends on brands and businesses, giving actionable insights and directions.