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Generation Media: Adapting to a changing industry facing content overload

Having returned from Kidscreen 2020 with a head full of ideas of the future of the media landscape, Generation Media’s director of content, Greta Bisetto Donelan talks us through the key points to help businesses drive content through to success.

Kidscreen 2020 took place last month, showcasing a stellar mix of content within the highly glamorous setting of Miami. But it was the key topic of discussion this year that took the spotlight, posing the question: how do we all deal with the changes that are affecting our industry?

From YouTube’s new regulation and its impacts on content developers and advertisers alike, to the proliferation of content distribution platforms; change is fast and is happening everywhere.

Indeed, the entire industry seems to be experiencing an extremely rapid and epochal evolution, with literally all traditional franchise management KIPs being questioned: distribution platforms, distribution and monetisation models, windowing strategy and content formats included.

And it’s not just content developers being affected by these changes: big players such broadcasters and content aggregators feel that we are very much in transitional times too. Like never before, stakeholders from all areas of the industry have come together at this summit, to exchange information and attempt to gain clarity.

However, given the current challenging scenario and given that the offer of content is (more than ever) in surplus compared to its demand, content developers need to be prepared for the changes that are affecting the entire industry.

Here are three key points that we want to share to help drive your content to success.

Test, test, test

Test your content to avoid expensive mistakes. We’re still seeing series being developed without pilot testing. Use focus groups to test the initial idea, type of animation, tone of voice and strength of the characters. This will not prove prohibitive and will validate the strength of your creative effort when pitching to investors and broadcasters.

It is worth implementing this at the very beginning of the development process, enabling you to feed invaluable feedback into the development process.

Where?

Where to place content matters more now than ever and whereas Netflix and Amazon Prime, in addition to traditional broadcast services, are regarded as the golden ticket, there are alternative and highly effective platforms to enable you to place your content.

Do not take rejections from key players as the end of your creative journey – explore instead the variety of alternatives that are available to us all.

Strategic and long-range view

Content development is a high-pressure task that often requires an immediate return. Still, ensure you explore a long-range view and a strategic franchise management plan of at least three years. This will not only reassure all players involved in your enterprise, but will also provide you with a clear blueprint of your brand.

In general, keep your mind open, listen, talk to your peers and other industry players, even if they are not operating in your specific line of business. Ideas and commercial models are often transferable, especially in these fluid times.

Finally, accept that your journey to success could take an unexpected route and that the proliferation of platforms means that you could reach your audience faster and more efficiently than ever before.

For all your content distribution and franchise management needs, please email greta.bisetto-donelan@generationmedia.co.uk

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