Media companies should offer content on both a TV Everywhere and over the top platform in an effort to reach traditional TV viewers and cord cutters, according to Eric Berger, executive vice president digital networks and general manager of Sony Pictures Television.
Berger, a keynote speaker at the Next TV Summit Wednesday, said video media companies need to build both a TV Everywhere platform through traditional MVPD’s around the world as well as an OTT service to reach an audience looking for content on various platforms.
“We think it’s imperative to build a portfolio of TV Everywhere and over the top services,” he said. “If you really want to reach 100% of the market as a TV company you need to do both, particularly if you’re taking a global view.”
Berger said video streaming has become more “mainstream” in consumer homes, with 45% of viewers streaming content on a nightly basis mostly through connected TVs, behind only viewing of live TV and ahead of DVR and VOD usage, according to a recently commissioned Sony consumer viewing study. Millennials in particular are heavy streamers: 72% are streaming weekly compared to 52% just a year ago.
With a growing segment of the viewing audience watching content on non-linear platforms, Berger outlined several steps for digital media success including employing a technically savvy workforce, getting and providing accurate audience measurements, and providing targeted advertising and quality programming.
“The future is strongly rooted in the technology and targeted experiences for consumers,” he said. “We need to marry the technology with the creative.”
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R. Thomas Umstead serves as senior content producer, programming for Multichannel News, Broadcasting + Cable and Next TV. During his more than 30-year career as a print and online journalist, Umstead has written articles on a variety of subjects ranging from TV technology, marketing and sports production to content distribution and development. He has provided expert commentary on television issues and trends for such TV, print, radio and streaming outlets as Fox News, CNBC, the Today show, USA Today, The New York Times and National Public Radio. Umstead has also filmed, produced and edited more than 100 original video interviews, profiles and news reports featuring key cable television executives as well as entertainers and celebrity personalities.