iWorld

FB, Google's biz approach that of a media content company: GroupM chief

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2016/11/09/IrwinGotlieb800x800.jpg?itok=24QgZfqk

MACAO: When the hundred billion dollar man, GroupM Global Chairman Irwin Gotlieb, says that the role of the media is to create content, it’s time to take notes. When he opines that Facebook and Google are tech companies whose “business approach is that of a media company” that relies on content, it’s more the reason that one should seriously relook at content creators and business strategies.

It’s inevitable that Facebook and Google will get more seriously into content creation, Gotlieb said here, adding that it may not be a very healthy trend considering the power that such companies wield in the digital realm today.

Speaking to former CASBAA Chairman Marcel Fenez during the Opening Keynote at CASBAA Convention 2016 here on Tuesday, Gotlieb held forth on varied media industry trends, including holding the view that the AT&T-Time Warner type of mergers (yet to be ratified by US regulator) are “just tip of the iceberg” in vertical integration, which can take interesting turn as FB and Google seriously get down to such M&A activities.

To buttress his argument Gotlieb said that Google had already started a division to create content to target consumers, while it may be a matter of time before FB also follows the same path. It’s “kind of “inevitable” that both these companies move into content creation too, which may pose a challenge to other industry stakeholders, the GroupM chief said.

Pointing out that both these tech giants were “walled gardens and very protective of the data they have”, Gotlieb, who as the GroupM chief is responsible for generating approximately US$ 100 billion in annual global ad sales, said it may not be a very healthy trend as people need to “see across them to target properly (consumers) to maximise client investments.”

“In the absence of big ideas…it (data) allows us to reach and understand the consumer better,” Gotlieb said, adding, while replying to another question, the measurement of TV as “we understand today is understated as there are alternate devices (to consume media)” available with consumers.

Holding forth on the changing nature and measurement of viewing behaviors, Gotlieb also touched upon how ways to reach audiences via the marketing funnel is the same but a granularity of data can help decision-making for each stage of the funnel.

He underscored how media will continue to play a role and become more targetable, addressable and, eventually, part of the transaction process.

Meanwhile, after Gotlieb had set the trend for the opening day of the CASBAA Convention here, Pricewaterhouse Coopers MD Oliver Wilkinson provided statistics to illustrate that pay TV was not dead despite what the headlines screamed and that it remained a primary form of entertainment.

Still, with digital players increasingly encroaching on the turf of pay TV, content and channel providers should look to diverse their business models and offerings, Wilkinson said.

Doing deals in China was the topic for Bennett Pozil, EVP of East West Bank. He discussed the migration of content both ways as well as some of the pros and cons of doing business in China.

Vivek Couto, Executive Director at Singapore-based market research company Media Partners Asia, flagged the rise of digital players with the forecast that pay TV growth would slow to about 3 per cent as content providers were looking to establish more direct to consumer offerings. However, he admitted that in some markets in Asia like India players had invested heavily in traditional TV infrastructure.

Reaching a vast audience through tailored video and gaming content was the topic for Chad Gutstein, CEO of Machinima, who highlighted that their most valued content was when viewers felt they had a connection to the creation of it.

James Schwab, Co-President of VICE, discussed how their local content policy over digital channels has helped the company grow exponentially over the last few years. The recent move into TV was important for the company as it gave them the ability to invest more in content.

Localized and Asian content was flagged by Henry Tan, COO of Astro, for being one of the main drivers that has seen the provider defy the trend of decline in time spent on TV and reporting healthy growth in this respect. A true understanding of the complexities of the Malaysian audience demographic was key to content that worked for Astro’s market, he said.

Piracy, online or otherwise, cropped up in conversations throughout the day with opinions polarized on whether this would continue to be an issue.

In a session devoted to the subject of content piracy, Avigail Gutman, Programme Director, Operational Security, Cisco, advised that the industry needed to “follow the money” in combating piracy. Lucia Rangel, VP Latin America, Asia Pacific & Worldwide, Game Strategy and Operations, Warner Bros. agreed the problem was global and that `ISD boxes’ formed a critical part of the problem as many consumers were not even aware of the illegality of these and other streaming mechanics. A global effort was needed to fight the pirates, Rangel commented.

Desmond Chan, Deputy GM, Legal and International Operations, TVB, highlighted the tangible impact piracy had already made to their business, while Nickhil Jakatdar of Vuclip talked about how the content provider’s strategy was to provide a better experience than that available from pirate outfits.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/26/hotstar.jpg?itok=-Ab0uMIv
Hotstar Specials launches 'Special Ops'

MUMBAI: Hotstar Specials, along with Friday Storytellers, is set to launch the biggest spy action thriller of 2020. This fast-paced 8-episode series is based on the role of Indian intelligence in a series of real terror attacks that India faced over the last 19 years. Starting with the 2001 attack...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/26/disney.jpg?itok=oegNZIu2
Disney appoints Bob Chapek as its new CEO; Bob Iger steps down

MUMBAI: The Walt Disney Company's Board of Directors has appointed Bob Chapek as chief executive officer with immediate effective. Chapek most recently served as chairman of Disney Parks, Experiences and Products. Robert A. Iger assumes the role of executive chairman and will direct the Company’s...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/25/ott.jpg?itok=1hN2EAir
Kantar's OTT audience measurement aims to be industry currency

Kantar, in association with VTION, has launched OTT Audience Measurement Insights for audio streaming platforms at a time when a unified third-party measurement is need of the hour. While the video measurement will come up in Q2, both the companies, on the back of the collaboration, aim to fill the...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/24/kantar.jpg?itok=V4P317yj
Delhi, Mumbai largest markets for OTT audio streaming

MUMBAI: There is a strong interplay between radio and OTT audio streaming resulting in what can be called a “Battle for the Ear”, according a study.  The OTT Audience Measurement Insights – a first-of-its-kind, passive, continuous audience measurement service – has been launched by Kantar and VTION...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/21/ALTBalaji_800.jpg?itok=BYrci03r
ALTBalaji management confident of breakeven by April-June 2020

MUMBAI: Ekta Kapoor’s over-the-top platform has managed to solve the OTT revenue question. The ALTBalaji management always spoke of profitability and breaking even rather than cash-burn and tons of investment and it seems that aspiration will soon be achieved.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/20/hungama.jpg?itok=NEPB-TQm
Hungama Play expands distribution, announces partnership with Skyworth

MUMBAI: Hungama Play, a video on demand platform owned by Hungama Digital Media, announced an expansion of its distribution network by partnering with Skyworth, a Chinese consumer electronics brand. Hungama Play’s multi-lingual and multi-genre library comprising movies, TV shows, kids’ content,...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/20/docubay.jpg?itok=oFDf8SR5
DocuBay acquires LGBTQ+ documentaries from OUTtv

MUMBAI: DocuBay, the membership video-on-demand streaming service by IN10 Media Network, has acquired LGBTQ+-focused documentary features from OUTtv, the world’s first and Canada’s only LGBTQ+ television network. The films cover a wide range of issues affecting the LGBT community across the globe...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/19/zee5.jpg?itok=VNWqEk2N
ALTBalaji & ZEE5 announce second season of Code M

MUMBAI: ZEE5 India and ALTBalaji have announced the second season of Jennifer Winget and Tanuj Virwani-starrer Code M, and Riddhi Dogra and Monica Dogra-starrer new web series ‘A Married Woman’, based on Manju Kapur’s novel. These key announcements were made in the presence of actors including...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/02/18/shab.jpg?itok=zd85kBdg
Shahabuddin Shaikh joins ALTBalaji as CTO

MUMBAI: ALTBalaji has appointed Shahabuddin Shaikh as the chief technology officer (CTO). In his new role, he will be responsible for designing a strong tech-driven ecosystem that seamlessly aligns with the brand’s tech vision and leading their overall technology transformation goals.  Shaikh will...

iWorld Over The Top Services

Sign up for our Newsletter

subscribe for latest stories

* indicates required