DMI: Richard Cottrell, Accenture Media Services

1:30 - Richard on stage.

1:33 - “From Mass Media to Me Media” -  control is moving from the broadcaster to the audience. Consider “The A-Team” vs. LOST. Took A-Team 11 years to be put out on DVD. Lost has not only full episodes, but extras.

1:34 - The challenge is to fill the pipes. Who would have thought that telcos would have been selling music?

1:37 - Digital revenues will make up 30% of music industry revenues.

1:37 - What do you need to fill the pipes - (1) the right device, (2) always connected, (3) the right content.

1:38 - 85% of all video content consumed today is pre-recorded, But only 23% of media consumed is TV. We are seeing a 15% increase in the time consuming media, but less of it will be TV.

1:39 - Chart - Less than 25 yr. olds are happier watching content on a PC (as opposed to a TV).

1:39 - Consumers are more interested in the content than the channel brand. 2 of 3 consumers watch four or more programs on four or more channels. So most media companies are developing a multiscreen strategy (66%) and most believe that mobile video will be mass market within 3 years.

1:44 - Problem is that there are challenges across the value chain that are hindering these multiscreen palforms.

1:45 - Suggests there’s a chain - MANAGE (technology and creation)-> ENABLE (new biz models) - > UNDERSTAND (end user behavior)-> CONTROL (complex economics which lead to higher costs)

1:46 - Why has ABC’s LOST been successful? Made content available scross multiple channels, webisodes to fill in gaps of info, engaged consumer at different points, put brand first, and made content social. Result - 15 million viewers “locked in and viewing” on a regular basis.

1:47 - How can Accenture help? Digital Transformation practice provides strategy and systems integration. Launched Accenture Digital Media Services - providing managed services for the management and exploitation of digital media. Bought digiplug (works with Universal Music International), and Origin Digital (does live streaming for NFL Sunday night games, working with Limelight Networks). Serves over 5 million subscribers.

1:50 - Signifigant change taking place - brave new world of multiple screens, lots of interaction, social media and traditional media will continue to intertwine.

1:51 - We think the enterprise is a larger opportunity than core media. We are seeing Pharmaceuticals looking to replace sales teams with direct rich media interaction with doctors and nurses and social interaction.

1:52 - Thank you.

Tags: DM Innovation Forum

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