In 1992, when TCI founder and ‘Cable Cowboy’ billionaire, John Malone, announced his concept of a 500-channel super highway, many people laughed. They’re not laughing anymore. Broadcasting is on track to go way beyond Malone’s prediction. Over-the-Top networks (or “OTT”) are throwing the traditional network playbook out the window. Companies like Netflix, Hulu and Amazon are impacting the way consumers access and engage with content. And from what we’re experiencing, OTT isn’t stopping with sports and entertainment content. International brands are developing OTT networks as more and more consumers “cut the cord”, eager to access content that is highly targeted to their interests and needs.
One of the largest brokerage firms just went live with the first OTT network in their industry sector
Earlier this year, one of the largest investment firms in the US brought in Broadcast Management Group to help them design and create their own OTT network, which, we’re happy to report, just went live last week. What an exciting project!
Our team was there from day one, starting with the network strategy and content development all the way through to production. A lot of credit goes to two key BMG team members. Andrew Ryback, EVP of Production, was instrumental in recruiting and building the team. Driss Sekkat, Head of Creative and International Services, served as Executive Producer on the ground, creating the show formats and launching the network’s first 8 hours of daily live programming. My roll was Senior Consultant with hands-on oversight of all aspects of BMG’s involvement, including strategy, operations, technology, construction, production staffing and content development. We were glad to help bring the first major brokerage firm to the OTT market.
Other companies and brands are sure to follow suit as OTT takes a greater role in corporate strategies. And we are now seeing agencies including OTT as part of the marketing programs they are developing for clients. It’s a trend that in many ways is not surprising. Consumers have gotten a taste of OTT from the likes of Buzzfeed and Mashable. They are tired of being held captive by cable TV content and are flocking to OTT channels that let them control what they see, when they see it, and how they see it.
An OTT network rolled out in 9 months at a fraction of the cost of a traditional network
Corporations are getting on board fast, determined not to get sidelined by competitors. Our client was able to take advantage of OTT to create their own fulltime network in just nine months. Using the operational plan developed with BMG, the network was rolled out using less staff and at a fraction of the cost of a traditional channel. They are expected to continue to enjoy ongoing operational savings.
Broadcast Management Group is a pioneer in content development, broadcast consulting and live production services. We’re out in front of the curve and actively working with organizations ready to tap into the power of OTT. If you’re thinking about developing an OTT network, give us a call. We’re happy to help.