Monetising VOD and OTT services depends on the business model you use, according to Darren Long, group transformation and design director, Sky.
Speaking in a Media Meet & Greet session entitled The Business of Content ROI – Getting more from the Media Supply Chain, he added although the pandemic opened up new opportunities for TVOD and SVOD, there is a difficulty for customers as search and discovery have to be really clear. This is something that all media players will have to address in the future.
Although fellow panellist Rachel Joseph, head of business systems and applications, BBC, said she was unable to talk about the SVOD model, she emphasised the importance of offering customers what they want and the BBC’s desire “to be everywhere”.
Meanwhile, Ivan Verbesselt, chief product and marketing officer, Mediagenix, said that although a multitude of business models are emerging no one stands out. Indeed, some services are being taken from behind a paywall and put in an ad model.
Speaking about optimising workflow content monetisation, Verbesselt said that it is fundamentally a supply chain challenge and any ROI measure will come back to how well you do that. “The crux of the matter is connecting the dots”. Long said you have to understand where you put value, where you need to take people out and make the process as clear as possible.
Commenting on AI, Long said it is an enabler and not the holy grail. It plays a very important part in the supply chain and you have to be careful where to apply it. Verbesselt, on the other hand, said he preferred to use the term A(ugmented) Intelligence.
Looking to the future, Verbesselt predicted more of his customers would connect the dots in the supply chain and Joseph that the BBC would be simplifying its processes. Long said there is a need to improve best practices.