Page 7 - AIB | The Chanel | Issue 2 2011
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MEDIA MARKETS
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THE CHANNEL
THE CHANNEL
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ISSUE 2 2011
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07
IN BRIEF
HYBRID DIGITAL
RADIO
Dublin-based Solaris Mobile
(a joint venture of SES Astra
and Eutelsat Communications)
and Italian media group
Class Editori are launching
a digital radio service across
Italy. Roll-out will begin this
October with the deployment
of a hybrid satellite and
terrestrial network in Milan.
In this first commercial
contract for Solaris, the
company is partnering with
major Italian network
operators for the provision
of the terrestrial
transmission network. If the
initial phase is successful, a
full commercial launch is
envisaged in 2012 across
the whole of Italy.
NEWS AS A GAME
In July, starting with the US
edition, Google News began
rewarding its voracious news
readers with Google News
badges. The more you read,
the higher level badge you’ll
receive – from Bronze to
Silver, Gold, Platinum and
finally, Ultimate. With over
500 badges for different
topics available to
accommodate interests
from 'stock market' to
'Harry Potter', the company
says it will evaluate how
badges are used and shared
and then take this feature to
the next level.
MBC CAMPAIGN
FOR FTA HDTV
MBC Group is pushing for a
quicker shift to HD with a
three month mass campaign
to persuade FTA viewers to
make a one-off purchase of
a (Technosat) HD set-top
box in order to enjoy MBC
programmes – initially
movies – in HD. The campaign
includes advertising space
across all MBC channels
and media platforms,
including its main websites
and
, as well
as radio stations, MBC FM
and Panorama FM, plus
numerous regional Arabic and
English print publications.
Prepared for the
audience of one?
Accenture's latest Global Media
and Entertainment High
Performance Study states that in
the past year Media and
Entertainment companies
worldwide have accelerated their
change programmes across
several dimensions, in response
to the pervasive impact of “digital
disruption” as consumers display
digitally enabled, multi-channel
consumption behaviours. The
study researched the views of
130 executive leaders from six
M&E sectors across Asia Pacific,
the Americas, Europe and the
Middle East.
Findings show that 84% of
respondent companies increased
their levels of investment in the
digital supply chain in 2010. The
game is moving from survival to
competition and growth, and the
top challenge this year is
identifying the monetisation
models needed to harness new
revenues. Most companies are
still less than halfway to a
digitally integrated file-based
enterprise: 43% say they are over
50% there, 32% say less than a
quarter. Only 22% of companies
say that they currently get more
than a quarter of their revenues
from digital sources. Even in two
years' time, less than half expect
to be in this position.
The reorientation around the
audience of one involves a shift
from mass media to mass
technology, with the source of
economies of scale moving to
technology platforms. Over 52%
of respondents say this transition
to 'individual customers' remains
a challenge for their business.
Only 9% of executives feel their
company has a fully integrated
AJE repeats top news channel award
Global TV news network Al
Jazeera English picked up top
honours at the annual Freesat
Awards in London in July.
"Fearless and determined
journalism” in their coverage of
recent uprisings across the
Middle East meant Al Jazeera
English retained ‘News Channel
of the Year’ for the third year in a
row with one judge acknowledging
that “Al Jazeera has genuinely
come of age”.
In May AJE launched new
mobile applications on Android
and Blackberry which also make
it easier for users to send video
and photographs to Al Jazeera.
The network makes extensive
use of citizen media contributions.
Al Jazeera has been
particularly praised for its social
media efforts in recent months.
The network's new media team
has been seen as crucial in both
newsgathering and news
broadcasting during the Arab
uprisings. Fans on Facebook and
followers on Twitter have
increased dramatically during
this period. In April more than
one million fans went on Al
Jazeera's Arabic Facebook page,
a first for an Arabic news channel.
view of their digital customer.
In its report, Accenture
identifies three drivers – the
digital consumer, digital
monetisation and digital supply
chain – and predicts that
adopting the 3D model will
become a prerequisite for
industry high performance in the
coming years. Regarding digital
monetisation, only 7% of
companies think an integrated
view of rights management is not
a strategic imperative, yet only
23% already have an integrated
view of RM across business
units. While content charging
models are increasing, some
46% believe that advertising will
continue to be their most
prevalent revenue model. Media
time on the internet is still
undervalued in terms of ad
spend, creating a billion dollar
global opportunity.
The report finds overall there
is still a long way to go for senior
executives of M&E companies in
taking full advantage of
customer data and developing a
strong digital customer
relationship management. In
achieving maximum impact and
returns, a holistic approach
rather than piecemeal solutions
will be key.
