Why Aren’t they Watching – Corporate and Enterprise Television
Someone asked me why none of the broadcast products or tools we have been exploring are pointed at the corporate and enterprise marketplace. Interesting question with an easy answer. It’s because businesses do not completely understand they will be most successful by conforming to the way their employees consume their video content. There is a conflict in what is familiar to consumers (the employee) and the way a large part of the corporate world chooses to push out video content. There are only so many hours in the day, and the massive amount of video content is enormous. Despite their obvious charm, CEO’s, marcom, training managers, and HR professionals are already in a different kind of competition related to production values (a topic for another blog) with Amazon, Hulu, Netflix and YouTube. They cannot afford to fall outside the expected norms of video content delivery, and if the creators don’t realize it, why should broadcast OTT manufacturers realize it?
The challenge for the corporate and enterprise marketplace is not just about making their video content compelling, but how do they distribute it effectively? How do they create a high-quality user experience like they get for most of their entertainment content? And even more importantly, how do they measure or analyze the effectiveness of their content?
In the world of big data and analytics it is now possible to gain insight on the effectiveness of corporate media delivery. Analytics tools provide both data on metrics of viewership as well as the quality of delivery. These analytics justify the time and expense to produce corporate and enterprise content.
We have delivered and are currently working with companies to make their forays into enterprise video production and streaming delivery successful. The manufacturers don’t need to see the market if we do. We discuss and present how the corporate/enterprise space can get the attention of their employees by conforming with a similar user experience. Creating that user experience is every bit or perhaps even more important than the content itself. You must navigate to the content to view it. And navigation needs to easy and in the manner to which a user likes to experience video. Usually personal devices.
Obviously, we are not talking about producing the equivalent entertainment value of Game of Thrones or Breaking Bad. But corporate and enterprise content can be delivered the same similar and familiar manner that is already comfortable and effective for their audience.