InBroadcast - InReview 2021 - 65

www.inbroadcast.com | Vol: 11 - Issue 12 | InReview 2021
65
InForm
Trends for 2022 - IABM predictions
to give people what they want
before they know they want it, and
to make things easy for customers. "
It is also, of course, aimed at locking
the
subscriber
in
- a single
point
subscription for access to a wide
range of content across a number of
partners, including Netflix, Disney+,
BBC iPlayer, Spotify and more. While
some have criticised the quality of the
Sky Glass display, its voice-activated
search has been widely welcomed as
the direction of travel.
Whether it is Sky or other
organisations that eventually come
to dominate in the super-aggregation
business, two speakers at BaM Live!™
saw this as the number one direction
for the industry. Matt Loreille of
Wildmoka said: " Super aggregators
have the opportunity to take the place
that linear broadcasters used to have. "
Mathieu Ghariani of Netgem was even
more forthright: " Consumers don't
think in terms of content providers or
channels any more; super-aggregation
will be an existential issue in three
years' time. "
Build or buy
central
a
Build or buy will continue to be
with
theme
broadcast/
media companies attempting to
balance concentrating on their core
competency (serving audiences with
content) with the time, resources and
specialist skills (ongoing) required to
create and continue running solutions
that meet their specific needs. As
Geir Bordalen of NRK said at the
recent BaM Live!™ event: " One of the
problems when you build something
yourself is that you have to tend that
process further on - that requires staff
- and keeping them. It's the same with
integration. "
IABM research points to a severe
shortage of people with the right
skills to run BIY projects - and also
intense competition to recruit them,
adding to the problem. This may be
another reason why there is almost
a contradiction
in
attitudes among
different broadcast/media companies
to build or buy: if you have the right
relationship with the right suppliers,
some would argue that it is always
more efficient and cost-effective to buy
in the technology/services you need.
Tech suppliers can step up here
by keeping ahead of trends (IABM
Business Intelligence is a very good
resource for this) and developing open,
cloud-based solutions which require no
special skills to integrate into larger
systems and also have intuitive user
interfaces so that no specialist training
or knowledge is required.
Blockchain
Blockchain has been talked about in
our industry for many years now - for
some, it has become the industry's
nuclear fusion: always a long way in
the future. However, the time has
come to sit up and take notice; as
IABM in 2022
The most important thing for IABM
in 2022 (and beyond) is to continue to
support our members as they navigate
the fast-changing broadcast and media
landscape. Some have had a tough
time
through
the
pandemic,
while
others have thrived in the short term.
Our commitment is to provide them all
with the information and services they
need to move forward successfully.
We will continue to serve our
members with in-depth business
information from our world-class
Business Intelligence Unit to support
their product and marketing
strategies, with more emphasis
on producing bite-sized chunks
('Snippets') of useful information more
frequently rather than just aggregated
into the larger, regular reports the
Business Intelligence Unit produces.
We are also committed to further
Michelle Munson of Eluvio said at BaM
Live!™, " NFTs are having a profound
impact on people's behaviour with
$2.5 billion spent on NFTs in the last
six months. " Eluvio's recent work
on broadcast TV's first major NFT
endeavour The MaskVerse on FOX in
delivering the MaskVerse, which gave
viewers the chance to buy, sell and
trade Masked Singer NFTs, as well as
win perks and prizes, demonstrated
the potential for engagement (and
revenue) NFTs bring to the party.
In another presentation at BaM
Live!™ Shane Warden of ATP Media
also discussed how the blockchain
could revolutionise the complex
area of rights management. He said:
" Blockchain can fundamentally change
the way we do rights management.
The industry could look to adopt a
single sports rights community on
blockchain. "
These are big players moving into
the blockchain; expect more to follow
and the range of applications for
blockchain to expand at some pace
over the coming year.
cont'd...
developing our digital-first strategy,
with the Knowledge Hub on the IABM
website and the BaM Zone™ industry
platform at its heart. We have designed
the BaM Zone™ as a place where the
whole industry can get together -
whether for common-interest groups,
person-to-person virtual meetings
or whole day takeovers on a readymade,
fully interactive platform. Even
when the industry gets back to faceto-face
events, we think virtual has
established an important and ongoing
role in communication, and we are
committed to supporting this.
In 2021 we launched our Diversity
Action initiative, and we will shortly
be announcing the next steps in our
mission to ensure everyone has equal
opportunity to be the best they can be.
Diversity Action will act as a facilitator
and catalyst to bring diversity and
inclusion to the top of everyone's
agenda, taking the temperature of how
things are moving forward through
surveys and producing templates and
guidance with the help of other likeminded
organisations. We introduced
a new category at our Annual IABM
Awards this year for the Most Inclusive
Company. The winner, BT Sport, shows
the way forward, having taken real
action right across its operation to
promote Diversity and Inclusion.
We also introduced a second award -
for Environmental Sustainability - and
this will also continue to be a focus
for IABM over the coming year and
beyond. Like every industry, broadcast
and media is accountable for its effects
on our beautiful but fragile planet.
But as companies increasingly label
themselves " eco-friendly, " it can
be tricky to identify the companies
that are truly eco-friendly and those
that are merely jumping on the
environmental bandwagon for " green
marketing. " We are focused on looking
out
supporting and promoting
meaningful environmental initiatives
in the industry.
for,
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