Small screen takes the ‘big’ shift

Ritika Sharma / Emirates Business

The advent of on-demand, Internet Protocol Television (IPTV) and over-the-top (OTT) viewing trends is spurring the global TV industry into exciting times, according to experts. As TV moves away from its image of a ‘second-class medium’, experts at the ongoing CABSAT 2016 highlight the huge budgets and impressive productions and call the present time one of the best phases in the history of TV.
“Today’s TV programming features the biggest stars in the entertainment industry,” said Eric Ellenbogen, the
Co-Head of International TV & DreamWorks Classics, DreamWorks Animation during a keynote speech at the CABSAT Content Congress – a holistic, state-of-the-industry dissection presented by CABSAT, NAB Show and the former’s new Content Marketplace offering.
With traditional or linear television channels’ historical dominance under increasing threat as global viewers turn towards the more flexible IPTV – TV delivered over broadband – and OTT – content streamed directly to handheld devices, game consoles and SMART TVs connected to broadband – models, Ellenbogen insists television industry and viewers, will reap the benefits.
“Audiences want what they want, when they want it and on whichever device or platform they want it. If linear TV channels or content producers cannot provide ubiquitous content that is highly-adaptable and affordable, viewers will find it elsewhere,” he said.
“As international viewing habits change, consumers are watching more TV content than ever via subscription services, On Demand and OTT products. Even in this On Demand and anywhere, anytime environment, linear TV channels are still a relevant business. Studio distributors must empower their linear TV partners to monetise and be adaptive because although development of new technologies is widely aiding content creation, the fundamental key to viewer engagement will always be storytelling.”
With recent figures from Nielsen revealing 60-70% of global television viewers with access to On Demand services watch multiple episodes in a single sitting, Ellenbogen believes the relatively new concept of binge watching is here to stay.
“TV remains a discovery vehicle and individual channels are the cornerstone for content discovery,” he said. “Binge watching is a product of OTT delivery mechanisms such as Netflix, which has committed US6 billion to new content in 2016, while HBO has committed US1.8 billion to content creation this year. There is extraordinary investment in content development for television.”