Broadcasting and Television

“Living Media” - Content & Context: Research shows content consumption is moving towards mobile - companies need to react by Bob Bakish, President and CEO, International Media Networks

Consumer habits are changing, which means content and distribution models need to change in order to account for increased mobile use and the phenomenon of “living media”. The context that data provides - across multiple platforms - can inform more targeted advertising and improve engagement.

Robert M. Bakish has been President and CEO, Viacom International Media Networks since January 2011.

In this role Bakish is responsible for all Viacom media networks and associated businesses outside the United States, including those operating under the multimedia entertainment brands of MTV, , , BET, Paramount Channel and VIVA. He is also responsible for Viacom’s U.S. Hispanic service Tr3s: MTV, Música y Más and has oversight of all of Viacom’s international TV-related joint ventures, including in India and ViacomSBS in Korea, as well as channel ventures with BSkyB in the U.K. and Foxtel in Australia.

Bakish is based in New York and reports to Philippe Dauman, President and CEO of Viacom Inc. (NASDAQ: VIA, VIAB). Viacom brands are seen globally in nearly 700 million households in approximately 170 territories and 37 languages via more than 200 locally programmed TV channels and more than 550 digital media and mobile TV properties.

Previously, from January 2007, Bakish was President of MTV Networks International , where he oversaw double-digit, year- on-year throughout his tenure. Prior to that, he held a series of corporate, sales and development roles at both Viacom Inc. and Viacom’s MTV Networks division.

Before joining Viacom Inc. in 1997, Bakish was a partner with Booz Allen & Hamilton in its Media and Entertainment practice and also worked AT&T in its network systems area.

Bakish has an M.B.A. from Columbia University’s Graduate School of Business and a B.S. in Operations Research from Columbia’s School of Engineering and Applied Science.

The extraordinarily rapid take-up of Gaining insights into viewer behaviors, shows that millennials are indeed consuming connected devices, particularly tablets passions and interests is one of the most media via both linear and multiplatform and smartphones, by consumers means important factors in engaging audiences in channels, sometimes simultaneously. content consumption habits are changing at ways that access these new revenue streams, breakneck speed. In order to stay relevant, but there’s little to be gained from chasing Television remains critically important and media owners must remain fully apprised every passing fad. Likewise, there are real is still the dominant form of consumption of consumers changing media habits, to risks attached to dogmatically adhering for content, with some 90% of millennials in understand what their audiences view, where to a certain way of doing things, simply Europe accessing live broadcast TV monthly, and in what format. because that’s what’s always been done. versus around 50% watching TV online. Instead, businesses should be prepared to go For content providers, understanding where the research leads them. Ideological Equally significant, however, is research audiences and the way they interact with inclination or aversion to a specific approach showing that an explosion of connected media is crucial in effective engagement isn’t useful - a commitment to adapting to devices is powering online viewing and and content creation - our research meet consumers’ needs - and making our ‘second screening’. The average household informs everything we do - while content available where consumers want it, now owns between seven and eight viewing simultaneously unlocking new sources of is essential. screens, with 44% of viewers accessing video revenue and offering increased value to content via devices other than linear TV and advertising partners. This platform agnostic approach is two in three tablet owners using their devices particularly important given that our research to view video content.

Global-ICT 2014 n 9

Broadcasting and Television

“TV operators are also partnering with mobile providers to offer customers a branded experience. In the case of MTV, this includes an app called ‘Under the Thumb’, which turns phones into a fully functional MTV remote control for a computer or -enabled TV, while enabling co-viewing social connections with friends. In case of Nickelodeon, this includes “My Nick Junior” which enables parents to control the type of content consumed by their children across different platforms such as Smart TVs, tablets and smartphones.”

Second screening is also hugely popular 2013’s “Best Worldwide Act,” 50% of the targeted advertising and improve engagement. among young people - our research shows votes came in via mobile. that 40% of millennials engage in TV-related As a result, there are new opportunities activity via social media, which climbs to Likewise, mobile engagement is strong available to media owners who respond to 70%in China. on many of MTV’s international series, viewers’ needs. l such as MTV’s hit show, Geordie Shore, This ‘every screening’ isn’t confined to which gained more than 16 million fans millennials - almost 40% of young people and followers on Facebook, Twitter aged 9-14 use a device other than TV to and Instagram, with 47% of the show’s view video content, according to research Facebook likes in the last six months being conducted in 32 markets. gained via mobile.

This is ushering in what could be dubbed The huge opportunity for content the era of ‘living media’, in which there is a providers to tap into this increased focus Connect-World now on seamless fusion of social media engagement, on mobile through apps includes free or Facebook & Twitter second- and third-screen content and paid-for games tied to TV content, which interactivity. This means data provides additionally can allow users the chance Connect-World, the world’s real-time feedback, which informs content to make in-app purchases, providing an foremost discussion forum for creation and enhances brand development. additional revenue stream. Put another way, today’s connected era offers leaders in the ICT industry, is now an unprecedented level of audience insight, Likewise, stickers and emoticons themed available on Facebook and Twitter. offering content providers huge opportunities around TV content have been successfully to engage viewers in more effective ways. rolled out on mobile messaging apps, with The world’s top ICT decision a SpongeBob Square Pants sticker pack makers express their opinions in Media owners should recognize that becoming a number one seller in the first Connect-World. They use clear, increased focus on ‘every screen’ offers week of its sale on the LINE app, which has non-technical, English to discuss the opportunity to engage consumers via more than 300 million users. how ICT helps shape regional mobile and the web, to develop apps to and global development. The engage audiences, and create innovative TV operators are also partnering with mobile multi-platform products offering consumers providers to offer customers a branded articles essentially examine the flexible yet integrated experiences. experience. In the case of MTV, this includes influence that ICT products and Equally important, consumers’ use of an app called ‘Under the Thumb’, which services have on the way people these apps provides media owners with turns phones into a fully functional MTV live and do business. With the context in which content is digested, remote control for a computer or internet- separate editions for each of allowing for more targeted advertising and enabled TV, while enabling co-viewing the world’s regions, the reports content distribution. If you think of each social connections with friends. In case of highlight the most important ICT of the platforms as a point of consumer Nickelodeon, this includes “My Nick Junior” trends and issues influencing engagement you can make live events which enables parents to control the type of socio-economic growth. accessible through them too. content consumed by their children across different platforms such as Smart TVs, tablets The dramatic increase in mobile usage has and smartphones. Connect-World is now available meant a surge in mobile consumption of to follow on Twitter (http://twitter. content. For example, in 2013, 23% of web For media owners wishing to demonstrate com/#!/ConnectWorldICT) and traffic for MTV came via MTV mobile, vs. value to advertising partners, the use of these Facebook http://www.facebook. just 10% in 2012. apps is also important - it provides direct com/connectworld.ict feedback on the content consumers love and Mobile internet is also driving engagement how they choose to engage with it. Also, it is still possible, for FREE, around TV content - for instance our flagship to directly access all past and live music awards show, the 2013 MTV EMA Consumer habits are changing, which means enjoyed a global TV audience of 55 million, content and distribution models need to present Connect-World articles, while 323 million votes were cast via digital change in order to account for increased ICT Industry press releases, and social media 16% of online engagement mobile use and the phenomenon of “living eLetters, ICT News and more at was via mobile in 2013, compared to just 4% media”. The context that data provides - www.connect-world.com. in 2012. And in the final round of voting for across multiple platforms - can inform more

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