This is part of a trilogy based on the IBC – International Broadcast Conference in Amsterdam in 2018.
Part 1 – My 5 C’s of change for broadcast
One of the fantastic advantages of being a lecturer for ADMA (Association for Data-Driven Marketing & Advertising) is that I get invited to their key annual event the Global Forum. This is a gathering of Australia’s brands and marketers to reflect on the best in the industry and gaze into the crystal ball of what may come next in the world of consumer experience and persuading people to engage in products or services.
This time there were a number of media and entertainment companies sharing how they are transforming to cope with the consumer disruption everyone is facing. Listening to some of the speakers it did make me think that 2018 is turning out to be a landmark year for the creative industries. It may be a very personal perspective, however I can see a number of signs that there is a shift from fear of disruption and change, to an acceptance that the world has changed and a rapid rise in championing for transformation of media and entertainment businesses.
In that context let me share my personal five ‘C’s of change:
Creativity is thriving
Consumers are in control
Convergence is finally happening
Consolidation is growing
Champions for change are emerging
The road of business, technology and creative transformation has a lot of challenges ahead, that is true. Reinventing a whole industry is not a simple task. What I personally see now is a confidence that TV will survive and that traditional broadcasters have a huge opportunity to be the guardians of the positive changes, if they continue to accelerate the positive evolution of viewer, subscriber and advertiser experience.
Paul Whybrow is the Managing Director and Creative Collaborator for Bodyboard Immersive Experiences. A boutique business with access to award winning creative, broadcast and immersive experience skills and consulting. Our purpose is to be the creative connector for imagining the possibilities and crafting the practical, so you can share passionate storytelling.