CCW 2015

Broadcasters Must Be Nimble To Survive

Brandon Berger, Ogilvy & Mather’s worldwide chief digital officer, says broadcasters need to adopt new strategies that work in a world where half of consumers say they can’t find anything to watch on linear TV; their average attention span is down to eight seconds; and the world’s 7.3 billion inhabitants have more mobile phone subscriptions (7.6 billion) than toothbrushes (4.2 billion). The key, he says, is compelling storytelling, which is still the backbone of television.