Make Media Personal

The Future of Media – Now it’s Personal

Only published comments... Dec 13 2012, 12:00 AM by Adrian Drury

The following is a first in a series of three blog posts from Adrian Drury, Lead Analyst, Media & Broadcast Technology & Services, Ovum Research, that will cover some key findings from a survey conducted in August 2012. Ovum, in association with Avid, conducted an independent survey of 200 senior broadcast, pay-TV and studio technology and operations executives to take a reading of where these industry leaders saw the industry going, and how fast.


Do you have an audience or do you have customers? If the answer is the latter, you’re ready for the massive growth in multi-screen video consumption. If the answer is the former, let’s talk.



In July and August 2012, in association with Avid, Ovum conducted an independent survey of 200 senior broadcast, pay-TV and studio technology and operations executives to take a reading of where these industry leaders saw the industry going, and how fast. The good news is that the vast majority of media industry pros understand the change already hitting the airwaves. Over three-quarters of survey respondents say they believe that most content will be customized for individuals over the next decade.


2012 broadcast events such as the Olympics or the US elections have underscored value of live event-based television programming as a core component of the global media landscape. But they have also demonstrated that consumers want to experience these marquee events in a variety of ways and on a variety of platforms.


Net, net, the audience is now in control, with greater choice over what they will consume and at what price – in particular, non-live broadcast and movies. Ultimately, they will reward the broadcaster that gives them a great personalized experience tailored to the screens of their choice.



In the next post we will discuss the architectural impact the emerging world of personalized content has on the media industry and why it makes metadata the new source of strategic advantage.


To learn more about the Ovum/Avid survey, please go to:



Lead Analyst, Media & Broadcast Technology & Services, Ovum Research



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About Adrian Drury

Adrian Drury leads Ovum's Media & Broadcast technology team, covering technology, IT, networking and commercial strategy in the convergent broadcast, media and telecoms industries.  Adrian has many years’ experience as an analyst and consultant in the media, telecoms and technology industry.  He has authored numerous reports looking at technology-driven change in the mobile, online media and broadcast markets, including the emergence of the Smartphone as the new mass-market publishing platform, the challenges of n-screen video distribution, evolution of the file-based broadcast technology supply chain, and the industry barriers to change in the media industry and marketing operations.  Adrian is adept at complex market modelling, technology analysis, corporate valuation methods, and strategy formulation.  He leads a broad range of strategic consultancy projects and his client roster includes broadcasters, media and entertainment groups, content producers, device OEMs and ODMs, IT and outsourcing vendors, telecoms network operators, venture capital and private equity.  Adrian has also worked in industry and was a founding employee and of Head of Strategy and Business Development at The Cloud, a pan-European wireless ISP & media distribution network, where he was involved in defining network and product strategy as well as originating and executing a series of strategic technology partnerships with companies including Apple, Nokia, Sony, o2 and the BBC, prior to its acquisition by BSkyB.  Prior to The Cloud, Adrian was an analyst at corporate finance boutique, Arc Associates.Adrian is educated at the London School of Economics and the London Business School.

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