Cracks in the statics?
Christian Gartmann is convinced that commentary paid offers from TV stations will not replace good old television advertising.
Guest commentary Christian Gartmann is convinced that paid offers from TV stations will not replace good old television advertising.
the conventional revenue models of the TV networks ... That sounds
almost as if the television providers of today were to offer their
business models would have been cast in concrete the day before yesterday and nothing
could change it any more. The reality is different: Modern
Media groups are changing with technology and the resulting
emerging business models. On-demand offerings are just one
of it. The first drivers of the new diversity in the media offering are
Availability and convergence of transmission capacities and
devices on which media is consumed. Soon a user will hardly
whether it is a movie, a TV show, a computer game, a
e-mail or a blog via satellite, TV cable, telephone line, UMTS or
WLAN has come to him. He won't be interested in it. What
What counts is the content and the price.
There will always be users who watch something for free, even if
In reality, "free" actually means "ad-financed". A
Part of the customer base will also use payment services, whether as a subscription
("subscription") or per view ("per view"). Parallel to the
technological development, money flows are shifting to
changed or new value chains. Television groups are
not stand in the way of this development; they are part of its
Catalysts. Telecommunications companies are securing the
Content that brings the new distribution channels to life.
The ProSieben-Sat-1 Group, for example, in Switzerland as in Germany
largest non-governmental TV provider, offers in cooperation with
German telecommunications providers no fewer than ten mobile
Channels and a comprehensive range of broadband content on the Internet
some of them for a fee. So anyone who wants to watch the latest episode of
Successful telenovela "Verliebt in Berlin" from Sat 1 earlier than all
other people can do this on their cell phone.
In Switzerland, the range is not yet as broad, but our
small market will be developed. So in a few years
a wide range of products via traditional and new distribution channels.
"free" and "pay" offers are available. And the good old
Television advertising as our most important business model?
Hardly anyone deals with free television without prejudice,
seriously claims that free TV with the associated TV advertising in
10 years will no longer be significant. Sure, advertising will
develop further and go beyond today's technological boundaries
outgrow it. Everyone involved is called upon to do this: politicians,
Advertising clients, media agencies, creatives and media companies. Who it is today
does not manage,
Despite pressure on margins, the company is preparing itself in terms of content and organization for the new
developments will be swept off the market. Egg-laying
However, woolly cows will also be on the digital pasture of tomorrow.
graze just as rarely as on the analog one of today. Even in ten
years, good ideas will still be just as much in demand as solid
Craft.
the conventional revenue models of the TV networks ... That sounds
almost as if the television providers of today were to offer their
business models would have been cast in concrete the day before yesterday and nothing
could change it any more. The reality is different: Modern
Media groups are changing with technology and the resulting
emerging business models. On-demand offerings are just one
of it. The first drivers of the new diversity in the media offering are
Availability and convergence of transmission capacities and
devices on which media is consumed. Soon a user will hardly
whether it is a movie, a TV show, a computer game, a
e-mail or a blog via satellite, TV cable, telephone line, UMTS or
WLAN has come to him. He won't be interested in it. What
What counts is the content and the price.
There will always be users who watch something for free, even if
In reality, "free" actually means "ad-financed". A
Part of the customer base will also use payment services, whether as a subscription
("subscription") or per view ("per view"). Parallel to the
technological development, money flows are shifting to
changed or new value chains. Television groups are
not stand in the way of this development; they are part of its
Catalysts. Telecommunications companies are securing the
Content that brings the new distribution channels to life.
The ProSieben-Sat-1 Group, for example, in Switzerland as in Germany
largest non-governmental TV provider, offers in cooperation with
German telecommunications providers no fewer than ten mobile
Channels and a comprehensive range of broadband content on the Internet
some of them for a fee. So anyone who wants to watch the latest episode of
Successful telenovela "Verliebt in Berlin" from Sat 1 earlier than all
other people can do this on their cell phone.
In Switzerland, the range is not yet as broad, but our
small market will be developed. So in a few years
a wide range of products via traditional and new distribution channels.
"free" and "pay" offers are available. And the good old
Television advertising as our most important business model?
Hardly anyone deals with free television without prejudice,
seriously claims that free TV with the associated TV advertising in
10 years will no longer be significant. Sure, advertising will
develop further and go beyond today's technological boundaries
outgrow it. Everyone involved is called upon to do this: politicians,
Advertising clients, media agencies, creatives and media companies. Who it is today
does not manage,
Despite pressure on margins, the company is preparing itself in terms of content and organization for the new
developments will be swept off the market. Egg-laying
However, woolly cows will also be on the digital pasture of tomorrow.
graze just as rarely as on the analog one of today. Even in ten
years, good ideas will still be just as much in demand as solid
Craft.
Christian Gartmann is Managing Director for Switzerland of the ProSieben- Sat-1 Group.
