Precepta Studies‎ > ‎

How the delinearisation process overturns the broadcast business model ?

posted Sep 26, 2015, 7:11 AM by Julien Pillot

A GENUINE REVOLUTION IN HOW AUDIOVISUAL MATERIALS ARE CONSUMED

The delinearisation process is not less than a genuine empowerment of  audiovisual programmes's consumers.  Such a revolution gives rise to an unprecedented situation in which broadcasters are progressively losing their historic competitive advantage : their ability to edit valued programme schedules able to bring viewers back regularly. Delinearisation allows customers to regain their freedom of choice : now, they can select the appropriate content, and watch it in the place, the screen and the moment of their choice. Even as new prefered formats arise, audiences become fragmented, and consumer's attention is more and more scarce, incumbents' business models are more disturbed than ever.  For mainstream medias, the shock is severe and their strategy have to be questionned. However, at the very core of the model transition, lie new market opportunities, and plenty of possible and efficient strategic schemes.


THE FIRST STEP OF A COMPLETE RECOMPOSITION OF THE AUDIOVISUAL INDUSTRY
 
As the perfect consequence of both the digitalisation (and the dematerialisation) of the audiovisual sector, and the change in consumers' preferences (such as binge viewing, ATAWADAC, etc.), the delinearisation process is not less than the first step of a sound - and unavoidable - recomposition of the audiovisual sector. With delinearisation comes an unrivaled burst of the value all along a much more complex digital chain than the traditional one. In such a nascent ecosystem, :
(1) commercial broadcasters have to think omnichannel and omnidevice, notably via avant-garde multimedia platforms ;
(2) integrating the content production (especially contents with international projection objectives) is a strategic imperative in order to experiment new formats, capture and retain viewers, and irrigate multichannel networks ;
(3) coopetition and co-creation agreements tend to replace pure rivalry.

This brand new - and admittedly - more complex competitive field still affords a lot of new business opportunities. To seize them, actors of the audiovisual ecosystem have no choice but to transform their business models, to pinpoint/get/(and then) capitalize on new strategic assets, and to operate the indispensable organizational adjustments to best manage the transition. This is the purpose of this study to provide businesses with an original "reading grid" to decrypt the different strategic opportunities flowing from moving environments, and to help them to manage change consistently. To be able to compete in such a Framework, they have no choice but to focus on these 3 major strategic levels : 
 

The business models and the new strategic links analysis

The essential assets valuation and winning response strategies

The examination of organisationnal mutations and new key expertises




STUDY DETAILS
Series : Precepta (PTAC)
Code : 5COM16
Paperback :  148 pages
Language : French
Publication date : June 2015
Price : € 2 400 [Commercial Link]

INTERVIEW ON "PRECEPTA STRATEGIQUES" CHANNEL

Comments