Part02 broadcast tv middle east digital media strategic approach

Broadcast TV, Journalism & Digital Media
in the Middle East;
Strategic Approach For Sustainable Engagement

Part 1/3: Changing Media Landscape.
Part 2/3: Middle East Marketplace; Strategic Opportunities.
Part 3/3: Digital Brand & Technology.
Sameer Issa
Communications & Media Strategist © 2013

Middle East Tv Landscape
Indicators, Trends & Strategic Opportunities
The question isn't, 'What do we want to know about people?',
It's, 'What do people want to tell about themselves?'

Broadcast TV & Digital Media Strategic Opportunities
Sameer Issa | Communications & Media Strategist

Middle East TV Landscape

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Source: Heatsync- Data Captured 17-06-2013



!5


Visitors

Unique
Visitors

Daily
PageViews

Global Traffic
Rank

Reputation/
Back-links

Time on Site/ Page views/
Minutes
User

678,920

266,342

603,070

1,824

36,326

4.40

2.70

909,710

214,938

1,033,834

1,064

13,381

5.40

3.13

66,395

13,416

129,992

8,462

698

3.40

2.73

4,494

8,161

6,975

60,897

714

2.20

1.73
Source: Alexa- 05-2013



!6

Digital media strategies adopted by Middle
East news TV organizations are struggling
to maintain audience engagement



!7

While the fact remains
Middle East is the second globally in
terms of internet usage growth !



!8

Growth Rate-Internet Users
4,000%
3606.7%

3,000%

2639.9%

2,000%
1310.8%
1,000%

841.9%
393.4%
153.3%

0%

Africa

Asia

Europe

218.7%

Middle East North America Latin Americs

Australia

“The reality of South Africa is that you have one half of south Africa
who is tweeting and the other half who is not eating”


!9

Conclusion
Missing out on great opportunities !!



!10

Strategic Opportunities
For Middle East TV broadcast to create sustainable
& Livable digital engagement experiences



!11

Opportunities in Story-Telling
Telling Better Stories



12

Opportunities in story telling

Creativity

Human

New

in news converge and
reporting events

Telling stories through
humanizing perspective.

Introducing New Models for
Investigative journalism.

Micro

Participatory

Micro Reporting News
sites are most visited in
the Arab World

Crises reporting
combined with
participatory tools



!13

Making sense of the noise

Web - noise + context =
Responsible Journalism

The Biggest Challenge for News Industry in Todays’ Media Landscape is how to
solve relevancy, maintain engagement, and filter the noise?



14

Challenging Traditional Journalistic Thinking

Objectivity
Doesn’t Exist !!
We are imprisoned by our societies, culture, background



15

Strategic re-thinking
Adopting different strategic approach



16

Conventional Strategic Approach

Measure

New
Strategy

Adjust

Big Strategy

Focus
Groups


Launch


!17

Adaptive Strategic Framework
The Learning Adaptive Process
Big Strategy, Start small
with room to grow

People

Strategy

Implement
& Engage

Sustain
Listen & Measure

Adjust

Objectives

Insights

Adopt

Learning Curve



!18

Changing approach to digital media



19

Middle East TV Organizations need to make the fundamental shift

From This



!20

Traditional Approach; Push Model
Thinking Platform

Mobile
Live
Streaming

Interactiv
e

Photo
Gallery

Tablets

VOD

Social Web
TV

Online Site
Audio

Podcas
t

Blog

RSS Feeds



!21

to this..



!22

Thinking Strategy

Innovative Approach

Eco-system Model
Multi-Directional Built Around Shared Collective
Experiences Across Multiple Digital End Points



!23

Eco-system Model
Multi-Directional Built Around Shared Collective
Experiences Across Multiple Digital End Points



!24

“The question isn't, 'What do we want to know about people?', It's,
'What do people want to tell about themselves?”
Mark Zuckerberg

“Think Strategy before Platform”
Unluckily, News organizations tend to use social media as a
distribution channel, focusing mainly on the platform rather than
strategy, seeking to get more traffic from Facebook & Twitter.



25

Embracing innovative strategy



!26

Strategic Framework
Livable Experiences
Creating unique differentiated livable experiences within the digital
space to engage targeted audience, which can be maintained during
and after TV broadcast across multiple channels and platforms,
Experiences which can be monetized and measured for results



27

Digital content strategic overview
The three lens approach
Consumption

#1 Wide
Lens

#3 Focused
Lens

#2
Narrow
Lens

Sharing

Creating New Engaging
Experiences For News
Consumption

Discovering Ways Readers Can
Share Stories And News Content

Repackaging

Customization

Adding Different Flavors To
News Consumption Across
Platforms and Social Streams.

To Fit Into The Audience
Personal Social Stream



!28

Engage & Monetize
emerging opportunities during disruption
Building differentiated real-time social experiences into digital and
TV properties designed to reach new fans and connect viewers
which can be monetized through sponsorable programs.



29

Sample Monetizing Model
Using Social Media Real-time Visualization Technology



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Live SM Conversations

Twitter Tracker

Battle of the Tweets

Live Maps

Twitter Fall


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Growing conversations in digital
space across any platform
(FB, Twitter, Google+, Instagram..)

Realtime Capture

Move Audience into TV broadcast
& Digital Screens & infuse
conversation
Monetize through
sponsors

Capturing conversation
and transferring it into
real-time visual stream


32

Second Screen Engagement
Build specific IT models and mobile applications “Tablet” to empower
second screen engagement through; Content discovery, EPG,
interactivity, metadata, behind the scene views, scoops, insights,
social relevance, and connectivity.



33

Social Infrastructure
Engineer differentiated engaging experiences through Integrating
cloud-based social infrastructure into TV Digital presence across
multiple digital ends which will significantly increase site registration,
drive valuable user action and provide access to personalized social data
which is essential for driving personalized content delivery.



34

Rewarding Engagement
Design user-engagement rewarding system to Incentivize
behaviors that benefit News Organizations by rewarding users for
valuable actions; Unique content discovery, special features, and
gamification environment through digital touch points; social
web infrastructure, mobile & Facebook apps.



35

Intelligent News & Discovery Model
Embedding “smarter” news discovery model giving content
suggestions based on social data & previous course of actions
taken “news you viewed, liked, commented, and shared.



36

Visualizing Mobile Content
Integrate a differentiated, simplified visual experience for content
consumption within mobile design application strategies.



37

News Timeline?

Apple upcoming iPhoto App

Streams>Collections>moments


38

Creating Original Content
For digital Media
In parallel to using broadcast assets (both pre-recorded & live
streaming) into digital space, Producing original content
specifically to digital platforms is crucial to create differentiated
consumption experiences.



39

Engage Influencers
Identify influential online groups, advocates & opinion leaders &
design specific tools and influencer outreach programs to facilitate
and encourage their engagement within digital initiatives, programs
and activities.



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Specific Strategies initiatives & Projects
•
•
•
•
•
•
•

Build specific strategies around every digital
end point.
Designing specific KPI tools to measure results.
Designing specific digital prototypes based on
digital engagement Pre-defined programs.
Design strategic map for brand presence within
the digital space.
Building specific strategy to Monetize digital
brand channel on YouTube.
Developing digital inventory and data set-up to
offer digital sponsorship program with major
brands.
Creating fan engagement bridge model
between their TV programs and their owned  
social media channels.


Awareness

Evaluation

Use

Conversion


Engagement

41

Part02 broadcast tv middle east digital media strategic approach

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