Analytics to enable consumer-focused approach to broadcasting
Broadcasters competing in an increasingly direct-to-consumer world will need to know more about how consumers are experiencing their programming, predicted Brick Eksten, CEO of Qligent. During a Fireside Chat at TV2025: Monetizing the Future, Ecksten said TV engineers have long monitored their content up to the point at which it plays out to the viewer. As they build their business in OTT and ATSC 3.0, however, TV executives will join Netflix and other DTC giants in keeping close tabs on how well their content is performing as the consumer engages with it.
The goal, Eksten said, is to eliminate the kind of static friction — or stiction — that would cause a viewer encountering a less-than optimal experience to tune to another channel. The same analytics, he added, will allow broadcasters to base new programming decisions on content that draws the best viewer response.