In Broadcast - May 2016 - 72


72

www.inbroadcast.com | Vol: 6 - Issue 5 | May 2016

InMedia

Hybrid Thinking: Reimagining
The Broadcast Industry
Following TV Connect, David Crawford, Managing Director of Satellite & Media at Arqiva,
examines the issues around hybrid broadcasting and how to sell it successfully...

E

arlier this week I had the chance
to take part in a panel discussion
at this year's TV Connect conference.
Along with panellists from Decipher,
The Box Plus Network and QVC, we
gathered to discuss the challenges
and opportunities presented by
today's hybrid broadcasting world,
and examine how the industry should
respond to them.
One glance at the sheer variety of
channels now making up your TV's
electronic programme guide (EPG) -
from SD and HD, Digital Terrestrial
TV (DTT) and Direct-To-Home (DTH)
to IP - and it is clear why hybrid
broadcasting is such a hot topic for the
industry at present, and why it would
make for such a lively and stimulating
discussion.
Over the course of the discussion
we focused on what's meant when we
say 'hybrid', the benefits for consumer
audiences and the challenges for
broadcasters - here are my thoughts
on the key talking points.
Defining Hybrid
The first question thrown to the
panel was to give their definition of
hybrid broadcasting.
The dictionary definition of hybrid
is the offspring of two beasts. In this
case those beasts are the broadcast
and telecoms industries, which have
combined broadcast standards and IT
protocols, linear and non-linear, into a
new broadcast distribution model. The
term hybrid therefore refers to content
and technology, as well as to the way
consumers interact with both.
For the user, hybrid offers an

Stimulating: The TV Connect Conference

enriched,
more
interactive
and increasingly personalised
viewing experience. It provides
viewers with more control
over the content and channels
they watch, while being able to
use hybrid IP TV channels as
a jumping-off point to access
further content across different
platforms. For broadcasters such
as QVC, hybrid provides more
ways of attracting people to their
content - complementing rather
than superseding traditional
distribution channels.
There are challenges relating
to the multiple technologies
involved in delivering hybrid
broadcasting
which,
for
example, make it difficult for
broadcasters to provide users
(who neither need nor want to know
how their content is delivered) with
one consistent entry point. However,
much of our discussion related to more
commercial aspects and potential
hindrances.
Hybrid Hurdle
When asked to look to the future
of broadcasting - to what it will look
like and what needs to be in place to
make it happen - there was general
agreement among the panellists
that monetisation is still hybrid
broadcasting's main hurdle.
There remains a need to convince the
industry of hybrid's worth, and much
of this comes down to the underlying
economics of the different distribution
methods - not only the cost, but also
how you monetise content.

Ultimately, people who produce
content want to reach their audience.
The bigger your audience and the
more specifically you can target them,
the greater the business potential -
either through product, advertising or
subscription. Where you have a strong
brand or good EPG position, DTT and
DTH methods will continue to give
broadcasters economies of scale. As a
result, these distribution models are
likely to be around for a long time yet.
However, hybrid's supposed selling
point is its ability to enrich and
compliment traditional DTT or DTH
experiences by enabling two-way
communication - as well as making
it easier to reach out to more niche
audiences.
To monetise hybrid broadcasting
successfully, the industry needs
proof of these USPs - and this means
cracking the following commercial
aspects:
*	 Measurement - in order to attract
advertising spend, we need to find
a better and more consistent way of
measuring who is watching, when
and how - whatever the distribution
channel. At the moment there is no
standard of measurement, making it
highly difficult for advertisers to justify
spend;

Broadcast is now much more
than linear TV

* Regulation - not only is there
a need for regulation that can
address the needs of traditional
and digital broadcasters alike,
it also has to be recognised that
international boundaries are irrelevant
for broadband and IP delivered
broadcasting;
*	 Scale - over time, scale will
drive the cost issues down, so while
DTT and DTH will remain effective
methods to reach larger volumes of
viewers, investment in hybrid needs to
continue.
Delivering Hybrid
Hybrid broadcasting isn't futurology;
it's here and now, with service
providers already delivering it and
consumers already using it. The key to
hybrid's continued growth therefore
lies in resolving the issues currently
facing broadcasters in order to prove
its value to the wider industry - and
the viewer.
If there's one takeaway from the
panel that all participants (and the
wider TV Connect audience) are in
agreement on it's this: it is a hugely
exciting time for the industry right
now, and by extension for consumers.
So keep watching!


http://www.inbroadcast.com https://www.youtube.com/user/thearqivachannel

Table of Contents for the Digital Edition of In Broadcast - May 2016

In Broadcast - May 2016 - Intro
In Broadcast - May 2016 - Cover1
In Broadcast - May 2016 - Cover2
In Broadcast - May 2016 - 3
In Broadcast - May 2016 - 4
In Broadcast - May 2016 - 5
In Broadcast - May 2016 - 6
In Broadcast - May 2016 - 7
In Broadcast - May 2016 - 8
In Broadcast - May 2016 - 9
In Broadcast - May 2016 - 10
In Broadcast - May 2016 - 11
In Broadcast - May 2016 - 12
In Broadcast - May 2016 - 13
In Broadcast - May 2016 - 14
In Broadcast - May 2016 - 15
In Broadcast - May 2016 - 16
In Broadcast - May 2016 - 17
In Broadcast - May 2016 - 18
In Broadcast - May 2016 - 19
In Broadcast - May 2016 - 20
In Broadcast - May 2016 - 21
In Broadcast - May 2016 - 22
In Broadcast - May 2016 - 23
In Broadcast - May 2016 - 24
In Broadcast - May 2016 - 25
In Broadcast - May 2016 - 26
In Broadcast - May 2016 - 27
In Broadcast - May 2016 - 28
In Broadcast - May 2016 - 29
In Broadcast - May 2016 - 30
In Broadcast - May 2016 - 31
In Broadcast - May 2016 - 32
In Broadcast - May 2016 - 33
In Broadcast - May 2016 - 34
In Broadcast - May 2016 - 35
In Broadcast - May 2016 - 36
In Broadcast - May 2016 - 37
In Broadcast - May 2016 - 38
In Broadcast - May 2016 - 39
In Broadcast - May 2016 - 40
In Broadcast - May 2016 - 41
In Broadcast - May 2016 - 42
In Broadcast - May 2016 - 43
In Broadcast - May 2016 - 44
In Broadcast - May 2016 - I1
In Broadcast - May 2016 - I2
In Broadcast - May 2016 - I3
In Broadcast - May 2016 - I4
In Broadcast - May 2016 - 45
In Broadcast - May 2016 - 46
In Broadcast - May 2016 - 47
In Broadcast - May 2016 - 48
In Broadcast - May 2016 - 49
In Broadcast - May 2016 - 50
In Broadcast - May 2016 - 51
In Broadcast - May 2016 - 52
In Broadcast - May 2016 - 53
In Broadcast - May 2016 - 54
In Broadcast - May 2016 - 55
In Broadcast - May 2016 - 56
In Broadcast - May 2016 - 57
In Broadcast - May 2016 - 58
In Broadcast - May 2016 - 59
In Broadcast - May 2016 - 60
In Broadcast - May 2016 - 61
In Broadcast - May 2016 - 62
In Broadcast - May 2016 - 63
In Broadcast - May 2016 - 64
In Broadcast - May 2016 - 65
In Broadcast - May 2016 - 66
In Broadcast - May 2016 - 67
In Broadcast - May 2016 - 68
In Broadcast - May 2016 - 69
In Broadcast - May 2016 - 70
In Broadcast - May 2016 - 71
In Broadcast - May 2016 - 72
In Broadcast - May 2016 - 73
In Broadcast - May 2016 - 74
In Broadcast - May 2016 - 75
In Broadcast - May 2016 - 76
In Broadcast - May 2016 - 77
In Broadcast - May 2016 - 78
In Broadcast - May 2016 - 79
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In Broadcast - May 2016 - 81
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In Broadcast - May 2016 - 85
In Broadcast - May 2016 - 86
In Broadcast - May 2016 - 87
In Broadcast - May 2016 - 88
In Broadcast - May 2016 - 89
In Broadcast - May 2016 - S1
In Broadcast - May 2016 - S2
In Broadcast - May 2016 - S3
In Broadcast - May 2016 - S4
In Broadcast - May 2016 - S5
In Broadcast - May 2016 - S6
In Broadcast - May 2016 - S7
In Broadcast - May 2016 - S8
In Broadcast - May 2016 - S9
In Broadcast - May 2016 - S10
In Broadcast - May 2016 - S11
In Broadcast - May 2016 - S12
In Broadcast - May 2016 - S13
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http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201708
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http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201705
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_NABSHOW2017
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201704
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_cabsat2017
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201703
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201702
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201701
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_INREVIEW2016
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201612
http://www.nxtbook.com/nxteu/lesommet/inbroadcast_201611
http://www.nxtbook.com/nxteu/lesommet/inbroadcast_NABSHOWNYexpo
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_20110708_DEMO
http://www.nxtbook.com/nxteu/lesommet/inbroadcast_201610
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_inshowguide2016
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201609
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201608
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201607
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http://europe.nxtbook.com/nxtbooks/lesommet/inbroadcast_APAC03
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201605
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_NABSHOW2016
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_201604
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http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_cabsat2016
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http://www.nxtbook.com/nxtbooks/lesommet/inbroadcast_APAC02
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http://www.nxtbook.com/nxteu/lesommet/inbroadcast_CCW15expo
http://www.nxtbook.com/nxteu/lesommet/inbroadcast_201510
http://www.nxtbook.com/nxtbooks/lesommet/inbroadcast_APAC01
http://www.nxtbook.com/nxteu/lesommet/inbroadcast_201509
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_IBC2015
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http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_BROADCASTASIA2015
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http://www.nxtbook.com/nxteu/lesommet/inbroadcast_201504
http://europe.nxtbook.com/nxteu/lesommet/inbroadcast_NABSHOW2015
http://www.nxtbook.com/nxteu/lesommet/inbroadcast_201503
http://www.nxtbook.com/nxteu/lesommet/inbroadcast_cabsat2015
http://www.nxtbook.com/nxteu/lesommet/inbroadcast_201502
http://www.nxtbook.com/nxteu/lesommet/inbroadcast_201501
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