Whitepaper

TV Futures Whitepaper

This report details the findings of a collaborative research program undertaken by Comcast Technology Solutions and MTM in early 2017, exploring the key trends and developments impacting the US TV industry during the next 3-5 years and identifying the strategic priorities for broadcasters, as they look to adapt and grow in a fast-changing market.

The TV industry is clearly experiencing a period of dramatic change, as broadcasting transitions into multi-platform TV, consumers fundamentally change their behaviors and preferences, and competitors across multiple screens compete for ad budgets, consumer spend, and consumer attention.

In many respects, the U.S. industry has adapted successfully to many of these changes during recent years, but there is a strong consensus across the industry that more change is coming – and that digitally-driven disruption may even intensify during the coming years Industry executives expect the next stage in the evolution of the market to be characterized by fragmentation, convergence, and competition with:

1. Increased convergence and competition between broadcast TV and digital video businesses

2. Shifting affiliate demand for channels and content, as MVPDs adapt and change


3. An increasingly complex landscape for content windowing, delivery and distribution


4. Greater provision of thematic, niche and targeted video services

5. Increased competition in the advertising market

TV networks that have already invested heavily in new products, technologies, and ventures are now gearing up for the next stage of digital transformation To remain competitive, broadcasters need to execute against seven strategic priorities:

1. Building the insight capabilities to understand changing audiences


2. Establishing a content innovation capability that can experiment and learn


3. Ensuring that brand, channel, and content portfolios are t for purpose


4. Establishing flexible windowing and distribution strategies


5. Marketing core show and channel brands across platforms to ensure attribution

6. Establishing the capabilities to compete for advertiser spending


7. Developing flexible content management and multi-platform delivery solutions

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