By now, it is known that both Big Data and television influence the programming of schedules. In times of crisis, the data released on the influences released by viewers is gold that glitters.
For this reason, televisions and similar bodies are pampering viewers, trying to put them first, considering their “television needs.” Big data signals how much viewers want to see certain programs, and this is why these are of fundamental importance.
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Big Data and televisions: the collaboration between Sky Italia and H-Farm
Considering the latest periods of crisis, Sky has decided to collaborate with H-Farm to try to trace the data on audiences and sales in general. The industrial strategies adopted by these two bodies provide for a “conscious use of Big Data,” according to their words.
This means that internal strategies are not about personal opinions on how to re-develop the television market autonomously but on how to base it on customers’ needs.
Bearing in mind that the data speak for themselves, no personal strategy can solve the fact that users want one service or another. After all, it is the viewers who decide for a good percentage.
For example, the Pyeongchang Winter Olympics will not be broadcast simply because Big Data indicates that they are not of great interest to viewers (also considering the inaccessible time zone).
In short, Big Data guarantees fundamental parameters that should not be underestimated if you want to make a correct television strategy. The sky is perfectly aware of this and gives full support to viewers.
Big Data and Television in times of crisis
Considering the latest notes on Big Data and television, the analytics market has increased by 22%, reaching more than one billion euros (according to the results of the Big Data Analytics Observatory of the Milan Polytechnic).
The company’s CEO, Alkemy, pointed out, “For companies to see the results of digital on the income statement, it is necessary to completely rethink the business model, something that few companies today did .”
That said, the companies that have understood this point of view the most are the so-called digital giants such as Facebook, Google, Amazon, Netflix, and Apple.
Big Data and Televisions in the industry
Big Data and television analyze the financial results only at the end of a specific analysis process. Furthermore, digital is now included in a corporate strategy, and it is not permissible to underestimate the power of the internet and its entire digital world.
However, most television companies have not grasped this point, resulting in slightly immature from this point of view. It must capture the fundamental data and redirect them into new strategies.
The latter is the main point of view of Sky Italia and H-Farm. In fact, the collaboration focuses on the visualization of data and on the importance of making information recoverable by most of the so-called stakeholders (subjects directly or indirectly involved in company projects).
Strategies of Sky and H-Farm for the use of Big Data
Big Data is, therefore, of fundamental importance, and the collaboration between Sky and H-Farm confirms this. In the headquarters in Milan, a so-called “war room” has been created. This room is where stakeholders can interact with the data in question via interactive surfaces.
By doing so, they are allowed to use them immediately to devise new marketing strategies for television and within the collaboration itself.
The other project started within the collaboration between Sky and H-Farm concerns using Big Data to propose content. In doing so, the data is analyzed and explicitly chosen to design new television content.
In a market where PayTv is not working now (considering that subscriptions have dropped significantly), reviewing one’s marketing strategy considering Big Data has become necessary.
Changing television market strategies is becoming increasingly complicated due to the “power” viewers achieve. Viewers are those who control television broadcasts and no longer vice versa. However, understanding Big Data and using it best is challenging.
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