
By Ian Sharpe, CEO, Promethean
By Contributor
Published: April 2, 2020
By Ian Sharpe, CEO, Promethean
target=_blank title=Share on LinkedIn class=share-linkedin> By Ian Sharpe, CEO, Promethean
https://www.tvbeurope.com/features/how-do-broadcasters-engage-with-viewers-at-a-time-of-national-importance title=Share via Email class=share-email>
Last year, at NAB Show, I wrote in the IABM Members journal about getting up close and personal - meeting old colleagues, getting quality face time with new prospective partners, signing up new customers and how the broadcast world is moving towards interactivity. However, in just a matter of weeks, that landscape has changed irrevocably. Social distancing, working from home and virtual congregations are the new norm.
During this time, the world wants to stay connected, entertained and educated. A recent international study from The Global Web Index demonstrates this, with 95 per cent of consumers now spending more time on in-home media consumption activities. As a result, there is an unprecedented opportunity for broadcasters to create a lifeline to those at home. Content no longer has to be a one-way flow of information. With the touch of a screen, the audience should be able to engage with content and make watching active it's all about personalisation and interactive experiences.
Getting personal
There has never been a better time to harvest audience data, with most of us hunkering down with online content. Having given consumers the power to choose what they want to watch and when, broadcasters will have accumulated a valuable bank of first-party data from their audiences. They can also take it one step further by analysing how long the viewers watch for, what devices they use, where they are watching and what they watch next. These results will help to create a picture of viewing behaviours, tastes and attitudes to unlock better audience experiences.
Another opportunity involves how broadcasters can make the most of this data and ensure they are sharing relevant content to the right person at the right time. With the power of revolutionary machine learning tools, they can now process more data, which in turn, will help to better understand consumers at an individual level and get more value from their video content. Machine learning tools are trained to find patterns from historical data, to predict the best outcome and what content the consumer wants to consume next. Gone are the days where broadcasters could spend what felt like months trawling through endless focus groups, heralding a welcome advancement in machine learning to help boost audience engagement in just a fraction of the time.
Taking action
Once data has been gathered and broadcasters have identified their audience's viewing behaviour, they can look to create interactive content that is aligned with the individual's interests and outlook. Instead of a passive user experience, this type of content requires the person watching to take action, such as answer a question, vote in a poll or even make a purchase. There are many benefits to interactive content, including longer viewing times and even further data capture, as well as helping to influence how the rest of the consumer's viewing experience will unfold. More importantly for the bottom line, this information is perfect for targeted advertising campaigns, making sure the right partner brand message hits home with the right demographic. Creating a call to action for a key sponsor that leads to a direct sale rather than mere brand awareness is increasingly critical in delivering ROI in a world where content creation and delivery is far from cheap.
During this challenging period when consumers crave connections, it also enables broadcasters to boost engagement. A recent study reported that interactive content leads to an 87 per cent increase in engagement, as the tailored messages are speaking one-to-one rather than one-to-many. This type of content requires active interaction, prompting viewers to respond, share, comment or post their own experiences, which stimulates engagement and provokes a reaction.
Interactive content is also a great way to educate audiences, especially at a time of national importance. Broadcasters will be able to listen to the audience, give them the right information, and share knowledge. Research demonstrates that most people best learn through experiential learning, as they can try new things, test their knowledge and connect with others. Not only can interactive content provide this type of education, but it will also help broadcasters to add value to audiences during times of uncertainty.
Staying connected
Viewers don't have to be a couch potato during the crisis, broadcasters can reach out and engage with them by making telecommunications a lean-in experience. They can go one better than simply understanding audiences: they can garner data to understand what their viewers want and need at specific points in time during this period of national importance. Machine learning can do the majority of the heavy lifting by leveraging data holistically to build a better understanding of individuals and their viewing behaviour. By understanding the specific context of the moments that matter, broadcasters can engage with audiences and provide them with interactive content. This content will ultimately help viewers stay connected, entertained and educated during this time of national importance and brand partners returning to help foot the bill.
Most recent headlines
14/03/2025
BURLINGTON, Mass. Avid has expanded its executive leadership team (ELT) with the appointment of three experienced executives: Tom Sharma as chief technology off...
14/03/2025
CUPERTINO, Calif. TVU Networks, a pioneer in live video production and a leader in cloud-based media solutions, is marking its 20th anniversary at the 2025 NAB ...
13/03/2025
(L-R) Stephanie Suganami, Tatanka Means, John Malkovich, Ayo Edebiri, and Juliette Lewis attend the premiere of Opus at Eccles Theatre in Park City. (Photo by...
13/03/2025
Spotify took center stage at the London Book Fair this week, reaffirming our commitment to the audiobook market and showcasing our impact on the publishing indu...
13/03/2025
At Spotify, we work every day to lift up new voices, giving creators the opportunity to live off their art. Through Spotify Audiobooks, our in-house publishing ...
13/03/2025
Every time airborne law enforcement (ALE) teams fly, they expect their equipment to perform. Whether airborne units are conducting support for ground teams, bor...
13/03/2025
Sunday February 9 saw the annual return of the US' biggest television event, the Super Bowl LIX. Jamie McCombs, Fox Sports Audio Consultant / Sr. Audio capt...
13/03/2025
On Sunday March 2, stars across the film industry gathered at the Dolby Theatre in Los Angeles for the 97th Academy Awards. Production Sound Mixer Paul Sandweis...
13/03/2025
WUPPERTAL, Germany Riedel Communications will feature its new StageLink family of smart edge devices, Smart Audio and Mixing Engine (SAME) and Virtual Smart Pan...
13/03/2025
TAG Video Systems and Harmonic Partner to Deliver Enhanced Real-Time Monitoring ...
13/03/2025
DigitalGlue Invites NAB Visitors to Experience New Features in Managed Storage P...
13/03/2025
FOR-A America Theme - Connecting the Present, Building the Future - Comes to Lif...
13/03/2025
CTIA, the wireless industry association, has named former FCC Chairman Aji Pai as its President and Chief Executive Officer, effective April 1. He replaces Mere...
13/03/2025
he National Association of Broadcasters is urging the FCC to end its investigation of that controversial CBS interview with Kamala Harris stating there is no ...
13/03/2025
MIAMI CBS News & Stations continues to expand its use of augmented and virtual reality technologies with the planned launch of an augmented reality/virtual real...
13/03/2025
Srividhya Srinivasan, co-founder and chief customer success & innovation Officer at Amagi, tells TVBEurope how staying ahead of the latest trends is essential f...
13/03/2025
WASHINGTON FCC Chairman Brendan Carr announced that the agency has launched a massive, new deregulatory initiative that could potentially subject virtually all ...
13/03/2025
SUNNYVALE, Calif. SDVI has announced that it has integrated its Rally media supply chain management platform with the Spectra Vail multi-cloud data management s...
13/03/2025
ATLANTA Gray Media has announced that the Federal Communications Commission (FCC) has granted a waiver of its local ownership rules to permit Gray Media to acqu...
13/03/2025
TV Tech: What do you anticipate will be the most significant technology trends at the 2025 NAB Show?...
13/03/2025
Watch Student Naomi Soleils Folk Pop Performance on The Voice The songwriting major sang Stars by Grace Potter and the Nocturnals during the blind auditions.
...
13/03/2025
Roku Debuts NWSL Zone' Within Roku Sports to Spotlight Live Games, Content Feature marks Rokus first women's league-branded zone within service By Bra...
13/03/2025
Pixels, Images, Video, AI - and Us: A Perspective on AI from NDI Inventor Andrew...
13/03/2025
SVG New Sponsor Spotlight: Lighting Design Group's Steve Brill, Dennis Size ...
13/03/2025
IOC, Comcast NBCU Ink $3B Media-Rights Extension for Olympic Games Through 2036;...
13/03/2025
NCAA March Madness Live Returns with Expanded Availability of MultiView Vertical...
13/03/2025
SVG Sit-Down: Cosm's Devin Poolman on What It Takes To Deliver the Immersive...
13/03/2025
Sky Business, Sky's B2B division, providing connectivity and content to busi...
13/03/2025
Rohde & Schwarz launches R&S NRP140TWG(N) thermal power sensor: A new benchmark ...
13/03/2025
We asked the questions, analysed the answers and now we're excited to share the results of the fifth edition of the ICG Marketing Survey.
Our 2025 survey p...
13/03/2025
SAN JOSE, Calif. - March 13, 2025 Harmonic (NASDAQ: HLIT) today announced a breakthrough in video streaming innovation with the launch of new origin capabilitie...
13/03/2025
Haivision Showcases Mission-Critical Video Solutions at SOF Week 2025
Haivision's video wall systems, ISR technology, and DoDIN APL-certified video distri...
13/03/2025
Company Leads the Way with New Software-Based Production Platform, 12G Switcher,...
13/03/2025
A new Apple Immersive concert experience, Metallica, is coming to Apple Vision Pro this Friday, March 14. Filmed in Mexico City during the sold-out second-year ...
13/03/2025
Here is your host, Patrick Kielty!
Shake your Shamrocks, Patrick Kielty will be...
13/03/2025
This St. Patrick's weekend, RT invites you to celebrate all things Irish, showcasing the very best of Irish sport, entertainment and live coverage from the...
13/03/2025
What's next in AI is at GTC 2025. Not only the technology, but the people and ideas that are pushing AI forward - creating new opportunities, novel solution...
13/03/2025
Facebook
Twitter
LinkedIn
By combining T-Mobile's robust network, Thal...
13/03/2025
Bundle up - GeForce NOW is bringing a flurry of Blizzard titles to its ever-expanding library.
Prepare to weather epic gameplay in the cloud, tackling the genr...
13/03/2025
AI is leveling up the world's most beloved games, as the latest advancements...
13/03/2025
PC game modding is massive, with over 5 billion mods downloaded annually. Mods p...
12/03/2025
O Spotify acaba de lan ar o relat rio Loud & Clear deste ano, uma vis o transpar...
12/03/2025
Spotify acaba de presentar el informe Loud & Clear de este a o, una mirada trans...
12/03/2025
Ramadan, a period of profound spiritual significance for Muslims worldwide, is a time for fasting, prayer, reflection, and community. Enrich your experience thi...
12/03/2025
Spotify has just unveiled this year's Loud & Clear report, a transparent loo...
12/03/2025
More than 70% of FAST programming has been produced since 2010, according to new Gracenote report
NEW YORK March 12, 2025 Gracenote, the content data busin...
12/03/2025
GEONA, Nev. Independent digital and linear advertising rep firm Viamedia will adopt cloud-based ShowSeeker Pilot as its primary ad campaign and order management...
12/03/2025
BRUSSELS Mediagenix has announced that Wael Yasin has joined the company as sales director Central Europe....
12/03/2025
LONDON A new study highlights opportunities for shoppable TV and the massive impact online consumer spending is having on the economy, with Omdia predicting tha...
12/03/2025
CUPERTINO, Calif. Interra Systems has announced that Comcast Technology Solutions has integrated recent updates to BATON Version 9 into its operations....