FEED Spring 2022 Web


STEVE RUSSELL: If you were a customer, I would flip it around. My interest is in what you as a business are trying to achieve. Launching an OTT platform is not an objective in itself – it’s there to support some business outcome you have in mind. You could pursue a new revenue stream, or may want to engage with the audience in a new way. You could be after insight from that audience, using data to understand how they perceive you. Let’s not start with the outcome. Let’s start with the need and what it is you’re trying to achieve. We can then work out how to ensure you’re actually driving value into the organisation. Technology is not an objective. Your objective is what’s going to make a business successful. VIKTOR UNDERWOOD: For most of the corporate clients we work with, the objective is to reach out to their audience with information. And there could be a variety of audiences. But we see customers getting a lot of value working with OTT, or a video on demand platform, for the communications. You can make knowledge available on demand when the viewer or listener actually has time on their own. And that can be internal, for the purpose of knowledge sharing, corporate information – or if you’re a business providing product demonstrations, showcasing skills or positioning yourself as a thought leader. Our customers also do quite a lot of live streaming, but on demand has the power to actually reach the audience where they are. NEAL ROMANEK: If I’m a company new to the media space – maybe a sports organisation or even a corporate – what does a VOD or OTT platform have to offer?

Steve Russell, chief product officer, Red Bee Media

Viktor Underwood, CEO, Quickchannel THE MODERATOR

Neal Romanek, editor, FEED


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