Abstract
One of the most prominent changes in today’s industry is the far-reaching integration between traditional broadcast content with broadband delivery platforms. Over-the-top television (OTT) services allow companies to go directly to consumers, bypassing traditional network gatekeepers and access providers. Additionally, the intermediary role broadcasters used to fulfill is pressured by content owners’ opportunity to directly target consumers. One of the major strategic issues currently at stake in broadcasting is either the risk of losing or the opportunity of establishing a direct customer relationship, which is essential in developing audience intelligence and building relationships of trust and loyalty. In this context, social media outlets provide companies with popular and often freely available instruments to engage with audiences, and are regarded extremely valuable information gateways for marketers and product developers. The chapter explores how television companies position themselves favourably in the OTT value network and discusses the key resources for achieving platform leadership.
Published Version
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