MIPTV 2017 Preview: Peter Cassidy, GM Europe, Applicaster

More is More

Another MIP and another year of exploding TV programming supply and demand. Whether mass market hits or niche passion programming, traditional linear channels or new OTT players, ad-funded or paid-for business models, we viewers are treated to a greater choice of premium TV programming than ever before. There truly is something for everyone.

And with the explosion of supply comes an explosion of different ways to access that content. If I'm not watching the football match on the big screen, I might catch a goal minutes after it happens on social media or jump into the broadcaster app to see full highlights straight after the game ends. Or, while my kids are monopolizing the TV to watch a movie, I watch the whole game live on my phone in the kitchen. Everything everywhere has become a reality.

Predicting content trends is a mug's game

One of the most wonderful aspects of this new, wild and unfettered content ecosystem is just how ridiculously unpredictable it is. Despite all the talk of using data to create the next big hit, nothing beats the natural Darwinism of taking lots of small risks to see what sticks. What data model could have told us that 'unboxing' videos would become such a huge trend on YouTube? Who knew that watching a 6-hour train ride in Norway would be so compelling? And what TV expert would have predicted 5 years ago that an old fashioned, feel good show about baking would be the UK's highest rated TV show above all the glossy, talent shows? It seems that as soon as there is an industry consensus around any particular future trend (Linear TV is dead, anyone?), it's almost certainly wrong.

Making Apps Easy for content owners

So how can technology serve as a better platform to keep this great content creation process flowing? We believe that all those wonderful, risk-taking content makers should be able to focus on what they do best - keeping us entertained - while not having to worry how their content gets to their audiences. With apps being central to the delivery of content to viewers, these apps need to be made easy - easy to build, easy to manage and easy to scale.

And it’s not just about the video delivery. Interactivity and social integration can make your favorite TV show even bigger and better, either as a one screen or two-screen experience. Our years of making apps easy for some of the world's biggest TV brands such as ProSiebenSat.1, TMZ, Fox International Channels, Mediaset have given us a unique insight into how to use these new technologies to make it easier for users to find, watch and engage with their favorite content than ever before. We invite you to our booth at MIPTV (R7.J15) to learn more.

Have a great market!