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2013 Programme Preview
PRE-CONFERENCE DAY: OTT in CEE
Following the success of last year’s event, Digital TV Central and Eastern Europe, for the second year running, kicked off with a dedicated Pre-Conference OTT Day, featuring discussion of the experience of pay TV service providers, broadcasters and pure-play OTT providers as they seek to capture a share of this growing market.
The OTT day featured a series of high-level keynote sessions and panel discussions looking not only at the business models for subscription video-on-demand services but the experience of established providers as they seek to deliver multiscreen and hybrid services and tap into the desire of their customers to use a range of devices not only to view content but to interact with the TV screen and with each other.
Key topics for 2013 included:
- OTT as a standalone business model: a growing number of industry players are targeting potential subscribers with pure OTT offerings. How do their models compare with existing pay TV services? Who are the potential users? And who pays for the bandwidth?
- OTT: the broadcaster’s perspective: broadcasters now have access an growing range of ways to reach end users, including going it alone. How much space is there to extract more value from rights by delivering OTT service? And do new opportunities risk breaking the model – based on carriage deals with existing providers – that has served them so well to date?
- TV everywhere and the second screen experience: broadcasters and existing services providers are increasingly looking to IP to deliver services to multiple screens inside and outside the home. What are consumers looking for, what do service providers need to put in place to deliver compelling services and what are the major challenges? And how can service providers add value to their offerings by leveraging ‘companion screen’ activity by TV viewers?
DAY ONE: Pay TV market dynamics
Following the dedicated pre-conference OTT day, the first full day of Digital TV Central and Eastern Europe 2013 looked at the dynamics of the pay TV market and identified key trends for the year to come.
Following a year of consolidation and change in key markets across the region, the event featured a series of keynote from top pay TV industry executives on the forces that are driving change and the ways in which operators are moving to adapt and anticipate those changes.
Key topics for Day One included:
- The changing pay TV environment: while new entrants continue to enter the pay TV market in some regions, established players in others are consolidating. What business models make sense in the long run and what kind of scale do players have to achieve to stay the course?
- Adding value and growing the business: in a price sensitive market, how can cable and other pay TV service providers best deliver value to retain customers and even upsell them to new services? What types of additional services are consumers willing to pay for? To what extent do service providers need to embrace a much more flexible pricing and packaging structure to service the needs of different groups of subscribers in a fragmented market?
- Marketing strategies and responding to the competitive threat: service providers increasingly must move from being infrastructure providers to become more marketing focused as competition intensifies. What are now the key elements in the marketing mix that service providers should address to their customers? And if new OTT entrants threaten to disrupt the established pay TV market and its proven structure of content windowing, what can pay TV operators do to respond?
DAY TWO: The content industry and new services to attract users
While new forms of distribution are delivering more choice for consumers, content remains at the core of the appeal of any service offering. Day Two of Digital TV Central Eastern Europe looked at developments in the content industry across the region as well as the ways in which service providers are packaging and delivering that content.
Key topics for Day Two of Digital TV Central and Eastern Europe 2013 included:
- New opportunities for content providers: content providers now face a much broader range of possible distribution partners than hitherto, but how should they negotiate the new world and prevent the devaluing of their offerings? Does the growing range of options available to content providers mean that they have an opportunity to supplement their traditional dual-revenue stream model? And while local content remains at the heart of viewing, what new opportunities are emerging that local players can exploit?
- DVR, VOD, multiscreen: what are the priorities? Faced with myriad choices, what should service providers prioritize when making choices to invest in new services? What types of product and technology give the best return on investment?
- Beyond the set-top box: hybrid services and non-traditional delivery: service providers are now delivering content in a variety of ways beyond the traditional set-top box and are increasingly looking to deliver a variety of non-linear services to their customers by a variety of technologies. What are the key things that consumers are looking for and how well-aligned are consumers’ demands with the ability of service providers to deliver? What is the business model for such services?