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Conference Keynote - Growth opportunities in media and broadcasting: New business models, new platforms, new media...new profit?
Conference Streams
  • Technology Advancements
  • Content Creation and Innovation
  • The Business of Broadcasting
    Date/Time: 11 Sep 2009
    11:15-12:45
    Chair: Raymond Snoddy
    Freelance Journalist
    Media commentator
    UNITED KINGDOM
    Speakers
  		• Saul J. Berman, Global Strategy & Change Services Leader , IBM Global Business Services, U S A
  		• Erik Huggers, Director of Future Media and Technology, BBC, UNITED KINGDOM
  		• Rory Sutherland, Vice Chairman , Ogilvy Group UK, UNITED KINGDOM

    Session Details
    If you believe all the “expert” opinion around at the moment, you would be forgiven for thinking that the traditional broadcaster is an endangered species. Business models are collapsing as advertisers chase more targeted audiences and more direct responses.
    On the other hand, all the evidence suggests that audiences still value traditional broadcasters as trusted brands. So how do they need to change to tackle the challenges brought about by technology which delivers true personal choice?

    IBC has brought together three real experts to deliver keynote statements on their visions for the future. How can broadcasters maintain channel loyalty through audience engagement? How do they maintain subscriptions and advertising revenues as delivery of content and channels becomes much more diverse? Will technology come to the rescue, linking traditional broadcasting with new media and social networking in order to retain young audiences? How can traditional television advertising with its emphasis on brand values and product awareness meet the cross-platform challenge?

    Saul Berman, Erik Huggers and Rory Sutherland are leading players in this new world. Following their presentations they will discuss the issues raised, with tough questions from leading media correspondent Ray Snoddy and from the floor. This is a tremendous opportunity to be a part of an agenda-setting debate which can potentially change the way forward for all of us.


    Erik Huggers will discuss The BBC's digital future

    Rory Sutherland will discuss New metrics, new models and new media: from marketing's four P’s to the 4 E’s

    Saul Berman will discuss Understanding what consumers want: An opportunity for creativity and growth

    Today, the distinctions between advertising and marketing have blurred, as new forms of communication combine the ROI-characteristics of direct marketing with the brand characteristics of traditional advertising.

    With digital consumers increasingly in control of their media experience and advertisers shifting their spend to more interactive, measurable formats, companies must move beyond traditional advertising to combine granularity of targeting and measurement with cross-platform integration.
     
    To adapt and succeed – especially in the current economic environment – content owners, media distributors and agencies need to build a new set of capabilities now: cross-platform innovation, greater insights, open collaboration and digital processes.



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