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IABM’s Charting the Uncharted identifies key strategies to survive pandemic

IABM has released its latest biannual special report – Charting the Uncharted – to reflect the enormous upheaval of the industry. Using qualitative and quantitative research, the report found that the pandemic has compressed fundamental changes that were already slowly under way in the industry into just months or even weeks – and the effects are far reaching across every corner of the industry. 

Fuelled by the move to direct-to-consumer (DTC) business models across the industry,  the report identifies the multi-dimensional change that is impacting the broadcast and media industry. The propellants include the changing role of technology, the move to as-a-service, insourcing and a new generation of IT and environment-aware talent.

The coronavirus pandemic and ensuing lockdowns have driven digital subscriptions massively upwards, while traditional pay-TV and advertising-based business models have been hit hard – particularly in live sports programming. 

Massive lockdown mandates have also caused a fundamental shift in working patterns – and accelerated the industry’s move towards dematerialised operations in the cloud. 

To survive the storm, traditional broadcasters have moved rapidly to supplement their output with DTC offerings, and to search for the necessary scale to compete with the digital giants through acquisition or consolidation as well as increased investment in content. The move to DTC with its thinner margins also requires increased efficiency and agility, producing a greater focus on business models. 

Technology has now become an enabler for those business models, and broadcasters are increasingly turning to insourcing for better control and responsiveness. The new skills required are often being recruited from outside the industry, with traditional broadcast engineering skills becoming less and less in demand.

“At a time when we are all working so hard just to keep up with the transformational changes going on all around us, Charting the Uncharted gives us a unique opportunity to stand back and take a look at the bigger picture,” said Peter White, CEO, IABM. 

“We can measure what we are doing, how we do it, and why we are doing it against the whole industry background. I am proud of the fantastic work our Business Intelligence Unit has done in researching and producing the report.

Charting the Uncharted is brim-full of fact-based insights and I would say it is essential reading for everyone in the industry.”

For more insights, log on to https://theiabm.org/iabm-special-report-september-2020/And look out for our exclusive interview with Peter White in the upcoming Oct-Dec edition of APB+.


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