Developing new business strategies in a changing TV-industry

Abstract: Problem Definition The TV landscape is changing, with technological progress the industry is moving to become a more personalised experience, where the consumer can choose what to watch and when. The entrance of on-demand video services and piracy are rewriting the way people consume their favourite series and movies, which opens up a new market with new opportunities. This new market is one where the traditional distributors might not have the natural advantages one might assume, and new players can enter the TV market. This new on-demand landscape enables the content owners to directly deliver their content to the end-consumer. However these content owners might not have the technical expertise to do so and a technical partner will be needed, like ATC, the company used for the case study for the thesis. One of the major problems in the video content market is that one content owner might not fill the full need of one consumer, who would prefer to gain access to the video content of multiple content owners. Purpose The purpose of the thesis is to describe and analyse the TV media industry and to identify new business concepts for a technical provider of OTT-video service. 2 Methodology The thesis has a descriptive goal as well as a goal to identify new business ideas. Therefore the data collected is of a qualitative nature. The primary data comes from interviews with stakeholders as well as a questionnaire conducted by potential customers. A lot of secondary data has been collected through industry reports and news papers. Conclusion Today the TV-industry, especially the online one, operate on an “allagainst- all” system, which is holding back the full potential of OTT-video. The industry will in the future be more heavily impacted by the customer, who will gain a stronger role in the value chain. To gain a stronger position for a technical provider and to ensure long term growth it is preferable to bundle different content owners. This will reduce churn rate and increase the revenue per user. Create equal partnerships between content owners, convince them that holding hands with competitors will help them beat their true competitors who are the substitutes like, piracy. The technical provider should create a neutral platform where content owners can add content, easily and quickly after release. In this platform the content owners should be given the possibility to tag their content with their brand.