Television

Most TV execs can't sell streamlined multichannel ads, rely on homegrown tech: Study

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2017/09/20/tv.jpg?itok=zTaTRQzM

MUMBAI: Most TV companies are unprepared for advanced TV, a research has revealed.

SintecMedia Survey finds that 69 per cent of TV media executives admitted their inability to sell streamlined multichannel advertising, while 59 per cent rely on homegrown technology.

SintecMedia, a leading provider of broadcast and digital management software, has announced the results of a research study of TV media executives and agency media buyers about the future of TV, problems facing media companies, and how media companies plan to manage advanced TV advertising and delivery.

The study includes results from a survey in partnership with MediaPost as well as interviews with executives from market-leading companies including Charter Spectrum Reach, Hulu, Scripps Network, and Turner.

Fifty-nine per cent of TV media companies rely on homegrown technology to sell their inventory, a fact that will make it difficult for companies to adapt as advanced TV forces new technology and process into the advertising organization. The study also finds that the executives believe that their companies are unprepared for changes. Less than one third, 31 per cent believe that their company has what they need to sell digital and linear TV in a single streamlined process.

SintecMedia is also a software partner for brands including NBCU, CBS, ABC, AT&T, STARZ, Star India, Seven Australia and Sky. SintecMedia and MediaPost surveyed TV executives, digital executives and agency media buyers.

TV media executives, the study reveals, are not aligned with media buyers about several key advanced TV elements. While TV executives believe that TV ratings metrics will become the standard for multichannel and advanced TV advertising, agencies believe that the impression will become the significant metric. What's more, TV companies feel confident that the TV department will take on more digital sales while agencies believe that digital will take on more TV sales.

The study finds that demand for advanced TV inventory is founded on fast transactions, easy delivery and big scale. Technical and organizational friction within TV companies creates barriers that could frustrate media buyers looking for easy ways to buy audience-targeted campaigns from TV companies, potentially giving digital companies like Facebook and Google a window of opportunity.

TV companies are, however, in a good position to grab market share in advanced TV if they can overcome technical and operational hurdles quickly.

"TV companies and digital companies are both vying for advanced TV market share, with widely varying business models. The future of TV requires a profitable combination of quality content, multichannel distribution and ad sales built on a flexible, centralized technology stack. This strategy empowers the media company to control their transactions and make decisions quickly," said SintecMedia CEO Lorne Brown.

"Our research shows that many TV executives are facing critical trade-offs to reap small rewards from compromised projects now compared to more ambitions strategic initiatives that ensure that they preserve their control and profitability in the future," Brown added.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/f1.jpg?itok=bHf3HxgX
Sony Pictures Networks India (SPN) extends exclusive television and digital rights partnership with ABB FIA Formula E championship

Sony Pictures Network India (SPN) will continue to broadcast each round of the ABB FIA Formula E Championship for a further two seasons across the Indian sub-continent - including India, Pakistan, Sri Lanka and Bangladesh.

Television TV Channels Sports
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/james.jpg?itok=kJ15Bp4y
James Gough’s innovative idea will be incubated with the intent to prototype it at Formula 1®’s Media & Technology Centre

Formula 1® Managing Director of Motorsports, Ross Brawn, and Mercedes-AMG Petronas Motorsport Driver, Lewis Hamilton, today crowned James Gough the winner of this year’s USD $50,000 F1® Innovation Prize at the FORMULA 1 PIRELLI 2018 UNITED STATES GRAND PRIX in Austin.

Television TV Channels Sports
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/flix.jpg?itok=OGsLbI9R
FLIX FIRST SCREENING: &flix makes October spookier with the multi-city theatrical premiere of Goosebumps 2: Haunted Halloween

&flix, the all-new destination for the most-awaited Hollywood blockbusters, brings the much-anticipated sequel Goosebumps 2: Haunted Halloween on Thursday, October 25

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/ganga.jpg?itok=rFc6bFbm
BIG Ganga Goes All Out to Delight Its Audience This Festive Season, Launches Engrossing Range of Shows

With the festive season right around the corner, BIG Ganga, the number one Bhojpuri channel in the Hindi heartland

Television TV Channels GECs
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/timw.jpg?itok=wzCjtez_
Time Maharashtra.....Feel The Pulse of Maharashtra

Viasys Digital Network Pvt. Ltd, under the leadership of founder chairman Mr. Sudesh Bhosle brings together a blend of Media and IT skills bagged by a deep understanding of Global Media.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/19/epic.jpg?itok=nRQuwY9P
EPIC CHANNEL TO CELEBRATE DUSSEHRA WITH A DAY-LONG LINE-UP OF FESTIVE PROGRAMMING

As the country gears up to celebrate the symbolic victory of good over evil, EPIC makes the day special for their viewers by airing special programming for the festival of Vijayadashami.

Television TV Channels Factual @ Discovery
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/18/FY18.jpg?itok=O5w2knJ_
A+E Networks | TV18 launches FYI TV18 HD

AETN18, the joint venture between A+E Networks and Network18 has planned to launch the high definition (HD) version of the contemporary lifestyle entertainment channel—FYITV18 on 18 October 2018.

Television TV Channels Specialised and Niche
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/18/Mehul_Kapadia.jpg?itok=8ov9ErjP
Tata Communication, European Tour show how VR can transform golf

The European Tour and Tata Communications have completed the world’s first test of live 360° video in 8K Ultra High Definition – the highest resolution in digital television on 16 October 2018.

Television TV Channels Sports
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/10/18/week%2041.jpg?itok=dlmdEXYB
Kids most benefited genre in Chrome DM week 41

MUMBAI: With a growth of 0.72 per cent as compared to last week (40), the kids genre marked the highest opportunity to see (OTS) among all categories in week 41 of Chrome Data Analytics & Media. In the kids genre, Nickelodeon gained the highest OTS with 91 per cent in All India 1 Lakh+ market....

Television TV Channels Viewership

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories