DPP’s Mark Harrison: ”Consumers are now firmly in the driving seat, dictating when and how content is delivered to them.”

DPP: Consumer demand requires revolution in media supply chain

The Digital Production Partnership (DPP) has published the findings from its latest event, Home Truths: Building the New Supply Chain.

Part of the DPP’s Home Truths series, this special event, enabled by leading systems architect Qvest Media, brought together industry experts to look at how consumer demand is impacting the way in which content is made and delivered.

“Media has become increasingly commoditised,” Mark Harrison, managing director of DPP, said.

”Consumers are now firmly in the driving seat, dictating when and how content is delivered to them. This, in turn, opens up enormous business opportunities, but the media supply model will need an overhaul to keep pace with this shift.”

Five key conclusions emerged from the session. These are:

  • One person’s problem is another’s opportunity: Unlike their broadcast counterpart, the non-broadcast sectors view technologies that enable media supply chain methodologies as an opportunity.
  • Human intelligence is the key to automation: While data exchange for automation and machine learning offers greater speed and efficiency, human intervention is still required to create opportunities.
  • Breaking up is hard to do: For businesses built on hard-wired systems and contracts, the transition to assignable resources and consumption-based billing is a huge challenge — both culturally and technically.
  • You need to want what you need: As a demand-led media industry becomes the norm, only companies that embrace a flexible supply chain with conviction will thrive.
  • The mid-life crisis: The middle stage of the content lifecycle — in which content is processed, managed, moved and stored — will be the next major area for disruption in the media sector.

This is the ninth report in the DPP’s Home Truths series, which brings together leading players to provide thought leadership on key industry topics.

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