Does changing distribution mean I need to change the way I use my content?
Our client, a global content brand, faced a difficult choice as digital television rapidly developed across Europe. Should it remain focused on a single channel brand, or take advantage of the increased ‘shelf space’ by segmenting its content into niche channels? Ocean addressed this question by analysing distribution and advertising dynamics and by building case studies of content owners and broadcasters facing similar dilemmas. The key, however, lay in our understanding of consumer behaviour, where an innovative research programme identified a clear preference for the ‘broad church’ of the umbrella brand. Once we had uncovered the extent to which the brand created, rather than fed, its market segment, we were able to focus the client on development of the core with a small number of spin-off channels to add value for digital viewers.
