Sep 26, 2019
Executives at the Future of Television conference reveal how they’ve created success amidst fragmentation.
“We’ve said for a long time that we believe in reaching consumers wherever they are, on lots of different platforms,” Day, president of VDS, a division of Viacom, told the audience at the Future of Television conference Tuesday in New York City. “What matters is not where they access it, but the fact that they are interacting with us, they are interacting with our content, and that we're in it to build a big digital business across all these things.”
Harnessing the power of digital and streaming platforms was a common theme throughout the conference. Yes, these platforms provide major opportunities for growing revenue and attracting audiences, but they also present significant challenges such as how to create content that stands out in a marketplace that seems to get more crowded by the day. That challenge is deepened by the difficulty in obtaining meaningful viewer data.