Make Media Personal

Ovum Survey Results: Media Execs See Bright Future in Personalized Media

Only published comments... Dec 12 2012, 12:00 AM by Dana Ruzicka

Earlier this year, Avid commissioned Ovum, an internationally-recognized marketing research firm, to conduct an independent survey of 200 senior broadcast executives to get their take on where the industry is going. The results were very illuminating.






As expected, the media executives surveyed see consumers moving into a new era of personalized consumption across an integrated spectrum of broadcast, online, mobile, and social platforms. Unexpectedly, though, the conventional wisdom about the death of TV appears to be highly exaggerated. Over three-quarters of respondents believe second and third screens are actually driving more TV viewing.


To meet the rising demand for increasingly personalized viewing experiences, the survey concluded that media producers must deliver integrated content across multiple platforms with a cohesive look, feel, and brand. But it will take a strong investment in next-generation creative tools, collaborative workflows, and media management to make that happen.


With advertising revenues growing at an aggregated rate of 39.5% across TV, mobile, online and social platforms, the onus is on broadcast media producers to develop the system architecture and organizational structure necessary for their businesses to seize the opportunity presented by the challenges and realities of this rapidly-evolving market.


To learn more, get the Ovum survey results at:


Dana Ruzicka

VP, Segment & Product Marketing



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About Dana Ruzicka

Dana Ruzicka is vice president of Segment Strategy and Planning Avid where he oversees marketing operations and planning for Avid’s key business segments—Media Enterprise, Post and Professional, and Live Sound. Mr. Ruzicka has more than 18 years of extensive product management, business development, and marketing experience in the media industry – serving a wide range of customers from consumer audio recording and video editing to professional postproduction and broadcast. In his 18+ year tenure at Avid, Mr. Ruzicka has served in various senior leadership roles including vice president of Post Solutions, where he played a key role in developing and launching Avid’s ISIS shared storage platform as well as Avid’s next-generation DNA video editing and finishing product family. Prior to this, Mr. Ruzicka managed Avid’s Academy Award winning Film Composer product family and Avid’s audio postproduction solutions. Also at Avid, Mr. Ruzicka served as vice president Strategic Alliances, where he grew Avid’s partnership program ecosystem to more than 600 partners. Mr. Ruzicka has a Bachelor of Music Performance, Emphasis in Sound Recording Technology from the University of Massachusetts At Lowell.

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