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U.K. Firm Uses Analytics in Carriage Negotiations

U.K. tech firm Genius Digital is launching its Insight Platform at the National Association of Broadcasters Show in Las Vegas Thursday (April 9), analytics software that it said can help distributors negotiate carriage fees and calculate the value of channels.

“Viewing data can provide real insights that give operators a sounder basis than ever to negotiate carriage deals.,” said Genius Digital chairman Jonathan Sykes in a statement. “With insightful viewing data, broadcasters and operators can truly know which services are watched, which are not, and can decide accordingly how much they are willing to pay for a channel.”

The Genius Digital Insight Platform analyzes audience activity from almost any platform and device, across linear, on-demand or hybrid services, in real-time. By taking data from hundreds of thousands of subscribers and developing ways to act upon it, broadcasters and operators are equipped with data that can help them build more compelling services, enter content deals with real viewer data and build offerings, such as targeted advertising, based on actual audience activity.

“Data brings a lot to the table for today’s broadcasters and operators, helping to map viewing to subscriber satisfaction, outline the overall brand strength of a channel, as well as drive the commissioning of new channels,” Sykes continued. “We are excited to be making our debut at this year’s NAB, and showing operators how they can utilize viewing data to drive their TV and video services.”

During the show, Genius Digital will participate in the panels "Building and Retaining a Customer Base" and "Engaging with the Viewer and Making it Pay," both on April 14 in the Connected Media/IP theater. The company will also be presenting "Why Return Path Data is Rewriting the Rulebook for Operators" on April 15 in the the same theater.