TV industry is continuously expanding from the mesmerizing ‘Star Trek’ series in 1968 to the amazing ‘House of Cards’ series. Besides viewers are always interested in using a wide range of platforms that are capable of collecting big data. Hence cable TV providers have gathered the attention of the viewers. Nowadays, media houses are utilizing cutting-edge solutions regarding big data so that they can have a better idea about their audience. This leveraging of exceptional insights helps media companies to craft their channels according to the demands of the audience. A huge population of Americans is still watching almost five hours of TV daily, and approximately 50% of homes subscribe to cable TV providers like Charter Spectrum, Netflix, Xfinity, etc. Large data is highly essential to gain profit in TV industry, and it allows advertisers to have complete access to information concerning viewers than ever before. Using this information, network providers make firm decisions and shape their programming as per the needs of the audience. The wealth of information accessible to content suppliers, advertisers and sponsors requires frameworks to break down, process, and change huge sets of viewers’ information into useful and profitable bits of knowledge. Here, I will share the ways big data analytics is changing the face of the current cable TV industry.
Charter Spectrum Personalized Advertisement:
Charter Spectrum operates in over forty states of the US, and it offers a wide range of amazing features in Charter Spectrum TV like loads of premium quality channels in HD, demand-driven video content, free digital video recording, access to thousands of movies in 3D, a perfect pairing with Charter internet service. Charter cable utilizes large data tools to explore the changing media perspective with a specific end goal to modify their organization according to the varying desires of their clients. Through audience metrics, it gets the enormous amount of information about the changing needs of its customers like what their clients are searching for and helps them to make client profiles for personalized advertisement. Charter Spectrum build up extensive and comprehensive profiles on clients open informational indexes like socioeconomics and regional factors, land records, and voter enrollment. With this data, the organization can make more customized promotional campaigns that stretch out to its Cable TV benefit, as well as its portable applications and online networking channels. Charter cable comprehends that big data is evident and has now effectively utilized it to discover new income streams, improving advertising endeavors and additionally their organizational infrastructure.
AMC Network- Airing Promotional Ads during Prime Time:
It is not only cable TV channels, shows, or movies that are impacted by the use of big data analytics. In fact, the promotional ads during the prime time show highly depend on the significant information of the analytics. According to the Vitaly Tsivin, AMC Networks Business Intelligence’s senior vice president, “We need to know who’s watching and why, and we need to know it quickly so that we can decide whether to run an ad or a promo in a particular slot during tomorrow night’s episode of ‘Mad Men.”
Moreover, Netflix, Nielsen, Amazon, iTunes, Hulu, and AMC Networks are quite able to gain knowledge about their viewers by gathering big data related to the viewing preferences of the potential audience. These viewing habits enable the media houses at the exact time to run ads for collecting the attention of the audience.
Netflix Futuristic Prediction about the Success:
Due to the extraordinary impact of big data on the success of TV industry, Netflix predicts the massive success of one of the well-received series, i.e., House of Cards. Currently, overall 12 seasons are scheduled in the show, and it is planned to continue through 2023. Netflix has invested about $100 to support the show and holds high expectations regarding the success of the series. Using analytical research, Netflix is highly confident that the series will be popular and approximately 5 million viewers would like to watch it. While discussing the power of big data, Multichannel News contributor Jimmy Schaeffler states, “This was a tipping point for the industry, showing the power that big data can bring to the table. We’ve run our data, and it tells us that the audience would watch this series.”
Establishing Analytical Strategy to Ensure Public Privacy:
Indeed big data is growing bigger day by day, and vast information needs substantial insights. These examples discussed the best combination of functionality and entertainment that big data analytics bring for the media organizations. However, various concerns also arise for instance, how will media house deal with the increasing big data? What will be the scenario of public concerns regarding the privacy of their data? There is a necessity that media organizations must have the essential capacity and standard operating procedures to store, separate, and use the data in such a way that ensure the protection of public confidentiality at all times along with the delivery of the best profit for the organizations.