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Re: Hello, advertising....?
Of course, part of the lure of pay TV is that it is commercial free -- and pay TV content tends to be expressly designed for pay TV.
Imagine watching Game of Thrones with commercial breaks! Ugh!
"Winter is coming...after just a few words from our sponsors!"
clrmoney
10/28/2016 11:00:38 AM
User Rank Platinum
OTT in Europe
They said it could be a standalone service for OTT with the options they have available so they want have to rely on pay tv is good for them in a way.
JohnBarnes
10/28/2016 9:59:49 AM
User Rank Platinum
Re: Hello, advertising....?
adi,
The English language might also be part of the problem (as well as the solution) here. Because a large number of the world's rich consumers are English-speaking our advertising and marketing people tend to assume that verbal messaging is relatively flexible and easy to do -- just put on an announcer between the songs, or stage little dramas between episodes of a story or during timeouts of a game, and put the content in the words that everyone understands, using audiovisuals grab attention and words to deliver message.
The European tradition in advertising and marketing is very different; much more content has to go into noises and pictures because you can't count on the whole audience understanding the verbal component. Standard exercise in teaching courses in that is showing English language and trans-language Euro commercials with the sound off; many of the English language ones are incomprehensible until the product image at the end, but trans-language commercials are often crystal clear from get-go to got-done. Similarly, listening to radio while driving around in Mexico 25 years ago, my total lack of Spanish (except for road signs and other traveler-stuff) meant not having the slightest idea what any song was about, but I seemed to get about 2/3 of the product commercials (the ones where I recognized product names).
So my guess is that as Central/Eastern Europe begins to hire ad agencies, they will probably get better results from the small-country ones, and those better results will probably eventually lead to more interest in ad-supported OTT.
Adi
10/28/2016 6:07:04 AM
User Rank Author
Hello, advertising....?
One interesting topic completely missing from the discussion was advertising. No one seemed to be looking at an ad-sponsored or Freemium type model for OTT. Given low willingness to pay and high piracy, these models would seem to make the most sense. The audience did bring it up after the panel, but it was clear the panelists hadn't thought much about it. I can see the hurdles in getting advertisers on board initially, but without serious competition, they can work on it over time.
I suspect the main reason is that there isn't really a major driver to do so. They don't believe there is much of a threat from OTT. They are the incumbent operators, with pay-TV services generating revenue today.
If it ain't broke....
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