YES, Scripps, And J.D. Power Execs Share How Digital Will Change The Media … – Forbes

Media is not just one of the largest and most influential segments of our economy; it is also one of the fastest changing. As we experience personally and as a nation profound changes in how we connect with media, I thought it would be fascinating to get answers straight from industry leaders to questions like: how digital is changing media, how to leverage data, best practices in content, and what the future holds. So on June 11, 2015 I sat down with these leaders:

–       Tracy Dolgin, President & CEO, YES Networks, the most watched and highest revenue of regional sports networks in America, and winner of 80 New York Emmy Awards.

–       Tammy Franklin, Executive Vice President Digital, Scripps Networks Interactive, the leading developer of high profile lifestyle content with 6 leading channels including HGTV which reaches almost 100 million households.

–       Finbarr O’Neill President, J.D. Power, known for the most sought after J.D. Power Awards, and global leader in providing benchmarks and insights into the Voice of the Customer.

The meeting was kicked off with media industry expert Mike Carollo from North Highland who shared the state of the industry, “Digital is the fastest growing segment of the $550 Billion U.S. Media & Entertainment industry, and 60% of the time spent consuming digital media is via mobile devices.  The next growth phase will be transforming the customer experience by developing content tailored to the unique ways viewers engage in different settings and how it resonates in the context of their lives.”

1. What is your take on how digital will change business?

Tracy Dolgin, YES:  “A lot of people say that this digital revolution is scary, it’s going to ruin our business model and destroy our business, that people aren’t going to watch TV anymore.  I mean, I don’t actually care if people watch our content on a TV.  I care that they watch our content on any device, or that they interact with our content.  That’s the business we’re in.”

Tammy Franklin, Scripps: “Interaction and community will only become more pervasive. Consumers already want to interact with our chefs, designers and travel experts, but they also want to interact with each other – real people, in real time. This is not only good for digital media, but it is good for traditional media as well. We’ve participated in many studies, and we’ve examined the existing research and what we’ve found is that the digital extensions, in fact, feed linear viewership. It’s a virtuous cycle.”

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