Media & Entertainment

How can we make multiplatform-audience measurement and personalized engagement into realities?

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Rohit Sampige

Business View

Rohit Sampige, Lead Product Manager, Media and Entertainment Practice, Infosys

"Realizing this vision requires establishment of scalable, transparent and secure processes and technologies for audience data collection, multi-source correlation, analysis and insights-driven discovery and engagement."


As Media companies (studios, networks, pay TV providers, music companies) engage audiences on web, mobile, connected devices and social platforms, multi-platform audience measurement becomes very critical.

This has a direct impact on elements of next-generation audience engagement (advanced personalization and discovery) and the ensuing monetization with higher audience adoption of SVOD, TVOD and programmatic advertising models.

Key to this success is adopting a homogenous platform approach that streamlines the publishing-measurement-engagement process for both live and on-demand content (of any length), and a single measurement index for multi-platform engagement- much like how the Nielsen system worked as a common currency for broadcast and cable.

Realizing this vision requires establishment of scalable, transparent and secure processes and technologies for audience data collection, multi-source correlation, analysis and insights-driven discovery and engagement.
Ganesh Walavalkar

Technical View

Ganesh Walavalkar, Industry Principal - Architecture, Media and Entertainment Practice, Infosys

"Streaming platforms open up possibilities of running analytics and optimization models in near real-time, and enable media executives to maximize the investment based on insightful visualization rather than gut feelings."


What kind of content, advertisements or contextual information should be served to a family who is enjoying their evening together in front of the television, in the living room? What could keep them engaged to watch our content, and in return help us monetize the content to its fullest extent? These are prime question haunting content owners and distributers.

Using analytics to micro segment the user base, and using machines to learn the patterns of media viewing and listening, these questions could be answered with much sophistication.

Streaming platforms open up possibilities of running analytics and optimization models in near real-time, and enable media executives to maximize the investment based on insightful visualization rather than gut feelings.
Viroopax Mirji

Domain View

Viroopax Mirji, Senior Industry Principal, Media and Entertainment Practice, Infosys

"The best way to discover the emotions and present compelling messages is through analysis of big data and use of machine learning."


All the interactions in media business are very human. Human beings are emotional, and that is what a media experience is expected to thrive on. It is critical to discover these emotions and present the right story and advertisement at the right time to strike a chord with the audience.

The best way to discover emotions and present compelling messages is through analysis of big data and use of machine learning. By moving large amounts of data and keeping continuous near real-time track of audience emotions and behavior, it is possible to uncover immense new opportunities.

We are at the beginning of this journey and we should strive to remain at the forefront by leveraging our predictive and prescriptive analytics capabilities.
Steve Langdon

Strategy View

Steve Langdon, Global Director, Strategic Media Consulting Group at Ooyala

"It should consider reducing video assets size by using evolving compression techniques to deliver higher video quality."


Media usage – Audio and Video – is expected to surge further with exploding number of devices and availability of content on variety of devices (consumer platforms). The video assets are massive in size and their workflows are complex especially for linear and nonlinear video delivery channels.

The Audio industry has learnt a lot about end-to- end digital delivery and has become very mature by developing an extremely stable business model. Video industry needs to learn a lot from this. It should consider reducing video assets size by using evolving compression techniques to deliver higher video quality.

It should take advantage of faster internet speed. It should also simplify the video workflows and take advantage to effectively engage and exploit monetization opportunities.
Kedar Mohite

Industry Analyst View

Kedar Mohite, Senior Analyst, Media & Broadcast Technology Services, Ovum

"Traditionally, majority of viewership measurement tools have focused on content (views, unique visitors, page impressions) rather than digital user activities."


In the competitive multi-screen TV & video segment, media enterprises face core challenge of building a loyal customer portfolio through personalized content repositories.

Thus shifting focus from content towards individual audience preferences on an on-going basis. This calls for multi-screen measurement functionality across single digital-user journey with tight integration with external and internal video content management systems (CMS).

Traditionally, majority of viewership measurement tools have focused on content (views, unique visitors, page impressions) rather than digital user activities. The content-based monitoring process is slowly becoming insufficient, owing to fragmentation of digital TV & video consumption patterns i.e. online users viewing content from multiple browsers, and access points anytime.

Ovum believes that broadcasters, and digital service providers (cable TV, satellite TV, OTT video platforms) should aggressively focus on portable single-user identity ID encompassing public and private key encryptions. This digital user lifecycle-based transformation encompasses :
  • Assigning portable digital identity to each subscriber during the on-boarding process
  • Private Key consisting confidential information centric to each subscriber from payment billing address, demographic, and personal data information
  • Public key tightly integrated with video CMS listing digital users' multi-screen content consumption and engagement patterns in collaboration with analytics (Ooyala IQ, Google) and measurement tools (ComScore, Nielsen)
  • Public Key APIs to accelerate multiple services on-boarding activity for in-house and third-party portfolios.
Finally, this transferable digital ID, along with public key data libraries related to individual users, facilitates the building of a co-operative, life-time customer engagement ecosystem, instead of a disruptive multi-screen subscriber acquisition war.